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For American Latinos Twitter is Facebook’s alter ego
Hear what our friends at Greencard Creative have to say about Twitter in the Latino community:
“When it comes to social networking there is clear difference between Facebook and Twitter for American Latinos. Some may argue Facebook has been out there longer, but how can you explain the recent jump to 22 million of American Latinos Facebook users in the last year? Others will say it’s about access, well, they are both free, online and mobile. Different than other groups Facebook reflects the American Latinos’ hybrid identity, not just Latino or American, or somewhere in between, or trying to be either. As we discovered, that is why almost 9 out of 10 of the new American Latinos do not have Twitter*.
Facebook is about “talking” “sharing life,” it is not just about simplifying and integrating both their real lives with their virtual ones seamlessly, but actually becoming an extension of themselves from the moment they wake up, at home, while commuting, at work, with friends, at parties. It is a two-way conversation where they can engage, chose who to engage with at all times. It is social facetime value as opposed to a popularity contest.
As for Twitter, they see it more as a one-way street, “it’s all about yourself,” not as engaging or deep, “it’s just status, not stories,” and it feels more superficial. The idea of “following” someone is not as empowering. They also said Twitter feels a bit colder and more “American,” and Facebook is more like them, combining emotions and technology.
What this means to brands reaching this target audience its key: it’s all about creating relevant engaging content either through social media, mobile app, or on the web, that allows them to be themselves, and collaborate among their already-established network with platforms that drive participation with engaging emotions.
Check out some inspiring ideas and innovative content-driven platforms by AOL’s digital prophet David Shing at AWNY’s Advertising Career Conference. Great examples on how to engage with American Latinos, the leading mobile audience.”
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