Reach Hispanic Owned Businesses through Social Media
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By Lucia Matthews and Alice Gomez.
On November 3, 2009, Twitter formally unveiled support for the Spanish language
It is commonly reported U.S. Hispanics utilize social media platforms more often than any other population sub-group. According to a study recently reviewed in Web 2.0, the gap is quite obvious. The report indicates 63 percent U.S. Hispanics frequent social networking sites compared to 18 percent Non-Hispanic Whites. This discovery created a buzz among public relations and marketing practitioners in terms of how to reach the nation’s largest and fastest growing minority consumer group.
What appears to have gone largely unexplored are the implications the trend has for B2B communication. As the overall U.S. Hispanic population increased by 3.2 percent from 2007 to 2008, there was a steep increase in the prevalence of Hispanic owned businesses. The expected growth rate is 55 percent over the next six years. Projected revenues could increase 70 percent to more than $465 billion. Tapping into this segment through B2B communication tactics promises to be fiscally rewarding if approached in culturally relevant ways.
One way to promote enhanced B2B relations is through public relations campaigns. Although marketing and advertising dollars tend to dominate the budgets of many B2B campaigns, public relations can be a more fruitful pursuit. This especially holds true in dealing with Hispanic owned businesses.
Public relations campaigns are less expensive and can yield a high return on investment. Effective public relations can create value, advance new market expansion and generate new leads using a culturally appropriate approach.
Social media as a public relations tactic is one of the most cutting edge and lucrative strategies in the industry. While relatively few brands proactively target Hispanic businesses using public relations, even fewer connect using social media and relevant messaging. This translates into ample opportunities for businesses that can identify meaningful ways to engage.
Public relations directed towards Hispanic businesses must move beyond the traditional monologue model. Assuming general market messaging will do is a critical oversight. Message interpretation tends to be culturally bound. Achieving the desired response requires delivering appropriately tailored communication.
Crafting clear and culturally relevant messages starts by fully understanding the viewpoint of the target audience. Social media platforms are an excellent way to attract and engage Hispanic businesses. They provide client touch points and allow feedback thus facilitating the Hispanic business perspective.
Hispanic owned businesses are likely to respond to social media communication as positively as Hispanic consumers. Their components are, after all, consumers themselves. Social media allows Hispanic businesses to articulate what they deem important. The more closely B2B messages address the prospective client’s specific needs, the more it will resonate.
The Hispanic E-Chamber of Commerce’s (HISCEC) success stands as a testament to the effectiveness of applying social media in B2B communications. The HISCEC is an online Hispanic business association focused on promoting Hispanic businesses via the Internet and the use of e-business tools. The association offers a platform for Hispanic businesses and entrepreneurs to network, share best of practices techniques and interact with other brands, products and services. The chamber accumulated 705 members and 456 businesses in its first year demonstrating its value to the Hispanic business community.
“From a business perspective, social media provides businesses with opportunities to promote their brands, do market research, enhance existing relationships and create new ones” HISCEC President, Tayde Aburto, said. “The Hispanic Chamber of E-Commerce is about sharing and collaboration. It’s a virtual community of business owners united by mutual interests.”
As the field of social media becomes increasingly sophisticated the opportunity for B2B application continues to grow. Hispanic owned businesses represent a large chunk of the economic pie and public relations founded in social media seems to be the most productive way to cash in.
Lucia Matthews is a freelance writer, in addition to a Hispanic public relations professional. Lucia is founder of Diálogo PR.
Alice Gomez is a public relations counselor at Diálogo PR working companies looking to tap into the Hispanic market.
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The key to social media is engagement and focusing on the people factor. Positive communication and relevant audience engagement will help these efforts be more effective. Nice post!
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As the field of social media becomes increasingly sophisticated the opportunity for B2B application continues to grow.
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