Blog

February 11, 2009
By Luis Cabrera 

Have you always wanted to interact and participate in an online discussion with US Hispanics but didn’t know how or were simply too afraid? Even worse, have you ever tried to engage them and been ignored?

Here are a few things we’ve learned while engaging with US Hispanics in Social Networks, forums, message boards and blogs on behalf of our clients:

1. Discussions tend to be more emotional, less rational. Non Hispanics will likely tell you: “I agree (or don’t) because: a), b), c)” while most Hispanics will take the emotional and shorter route of… “I love (or hate) it, don’t know why, but I just (or don’t) like it”. Understanding this will allow you to build powerful messages. Try touching their hearts first, not their heads. 

2. They LOVE their country, more so than ever. Naming a country is an easy way to set a forum on fire, there is a very high sense of nationalism and you’ll find discussions about “nationality” (i.e. Peruvians vs. Chilenians) in practically every forum regardless of topic. Avoid favoring one country over another, especially on a soccer forum.

3. Don’t even think of using the “H” and “L” words. Avoid using the words “Latinos” or “Hispanics”, even if you are one. Social networks allow Hispanics to take a break from a world in which they are constantly being labeled as different. Using these words will only point out that you are the one that is different.

4. Talk bonito Español, and worry less about talking Español bonito. Carefully drafted responses in perfect and proper Spanish are a big turn-off. You need to act natural; everybody has made spelling mistakes, so don’t worry. But it is very easy to spot a gringo in a Spanish language forum; if you don’t want to be ignored, never mix the formal and informal form of “you” (tú & usted), never mix the present tense with the past, and never mix the singulars with the plurals.

5. Go with the language flow. If the community interacts in Spanglish, do so; but you still need to follow the unwritten and cognitive Spanglish rules. Spanglish is not only about mixing Spanish and English, but about adapting and creating new words and meanings. You definitely need help from native speakers.

The rest of the formula for a successful Hispanic social media strategy is based on exactly the same principles of transparency, value creation, empathy and hard work used while engaging with non Hispanics. Honestly, there is no big secret in these principles. The more you participate and invest in non-branded discussions, the better your branded messages will be heard.

Social media is about creating value, not messages, and that holds true in Español, English and in Spanglish.

Source: New Media Strategies