{
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    "title" : "#SomosSocial: 5 Keys for Government to Reach Hispanics Through Social Media |Digital.gov",
    "description": "#SomosSocial: 5 Keys for Government to Reach Hispanics Through Social Media",
    "home_page_url" : "/preview/gsa/digitalgov.gov/bc-archive-content-3/","feed_url" : "/preview/gsa/digitalgov.gov/bc-archive-content-3/2015/11/05/somossocial-5-keys-for-government-to-reach-hispanics-through-social-media/index.json","item" : [
    {"title" :"#SomosSocial: 5 Keys for Government to Reach Hispanics Through Social Media","summary" : "Hispanics are one of fastest growing demographics in the U.S. But like any demographic, there are important nuances to consider when connecting with this audience. Insight into your audience’s motivations, behavior and preferences is key for anyone trying to engage with the public. We know every day that more and more Hispanics are on social","date" : "2015-11-05T14:09:46-04:00","date_modified" : "2025-01-27T19:42:55-05:00","authors" : {"lmartinez" : "Leilani Martinez","jessica-milcetich" : "Jessica Milcetich","edgardo-morales" : "Edgardo Morales","victoria-wales" : "Victoria Bitzer-Wales"},"topics" : {
        
            "multilingual" : "Multilingual",
            "social-media" : "Social media"
            },"branch" : "bc-archive-content-3",
      "filename" :"2015-11-05-somossocial-5-keys-for-government-to-reach-hispanics-through-social-media.md",
      
      "filepath" :"news/2015/11/2015-11-05-somossocial-5-keys-for-government-to-reach-hispanics-through-social-media.md",
      "filepathURL" :"https://github.com/GSA/digitalgov.gov/blob/bc-archive-content-3/content/news/2015/11/2015-11-05-somossocial-5-keys-for-government-to-reach-hispanics-through-social-media.md",
      "editpathURL" :"https://github.com/GSA/digitalgov.gov/edit/bc-archive-content-3/content/news/2015/11/2015-11-05-somossocial-5-keys-for-government-to-reach-hispanics-through-social-media.md","slug" : "somossocial-5-keys-for-government-to-reach-hispanics-through-social-media","url" : "/preview/gsa/digitalgov.gov/bc-archive-content-3/2015/11/05/somossocial-5-keys-for-government-to-reach-hispanics-through-social-media/","content" :"\u003cp\u003eHispanics are one of \u003ca href=\"http://www.pewresearch.org/fact-tank/2014/06/26/u-s-hispanic-and-asian-populations-growing-but-for-different-reasons/\"\u003efastest growing demographics\u003c/a\u003e in the U.S. But like any demographic, there are important nuances to consider when connecting with this audience. Insight into your audience’s motivations, behavior and preferences is key for anyone trying to engage with the public.\u003c/p\u003e\n\u003cp\u003eWe know every day that more and more Hispanics are on social media, but on which platforms?, Where are they participating? And more importantly, in what language?\u003c/p\u003e\n\u003cp\u003eNo issue is more debated than \u003ca href=\"/preview/gsa/digitalgov.gov/bc-archive-content-3/2015/06/19/real-internationalization-isnt-just-geographic-its-linguistic/\"\u003ethe role “Spanglish” plays\u003c/a\u003e in the way organizations communicate with the Latino community in the United States. So last Wednesday, USAGov in collaboration with DigitalGov University, hosted an interactive event exploring the critical role social media plays in reaching Hispanics in this country.\u003c/p\u003e\n\u003cdiv class=\"image\"\u003e\n  \u003cimg\n    src=\"https://s3.amazonaws.com/digitalgov/_legacy-img/2015/11/542-x-348-Spanglish-event-screenshot.jpg\"\n    alt=\"Screencap of Does Your Social Media Speak Spanglish? How to connect with multi-generational Hispanics event, including the Somos Social hashtag.\"/\u003e\u003c/div\u003e\n\n\n\u003cp\u003eHere are the top 5 takeaways from the event:\u003c/p\u003e\n\u003col\u003e\n\u003cli\u003e\u003cstrong\u003eThere’s no one-size fits all approach to reaching Hispanics on social media.\u003c/strong\u003e Some agencies find it works best to communicate from accounts strictly in Spanish. Others, like Peace Corps and USAGov are using different languages from different accounts. And other organizations like Voto Latino communicate mainly in English.\u003c/li\u003e\n\u003cli\u003e\u003cstrong\u003eCultural relevance is crucial in messages.\u003c/strong\u003e Some messages that might play well with a primarily English-dominant audience might not resonate with a more bilingual or even Spanish-dominant audience. When communicating about topics like voting and elections, access to healthcare or emergency response, it’s important to speak the language that your audience speaks—whether that’s English, Spanish or something in between.\u003c/li\u003e\n\u003cli\u003e\u003cstrong\u003eTailor your communications strategy to reach specific audiences (or generations) within the Hispanic community.\u003c/strong\u003e New research from the \u003ca href=\"http://www.hispanicmillennialproject.com/\"\u003eHispanic Millennial Project\u003c/a\u003e shows that Hispanic Millennials are less likely to indicate that they will need a mortgage, strive to have good credit despite being in debt, prefer Facebook and stream over three hours of music every day. \u003ca href=\"https://drive.google.com/a/gsa.gov/file/d/0B_S79lXdhuh0VHc0Q29IY3JCRG8/view?pli=1\"\u003eCheck out the rest of the research findings that Sensis shared\u003c/a\u003e.\u003c/li\u003e\n\u003cli\u003e\u003cstrong\u003eThe demands of our audiences are changing, but we’re poised to meet them.\u003c/strong\u003e With limited staff and resources, it can sometimes seem like engaging new audiences is an impossible task. But several agencies demonstrated ways to take small steps toward that goal. It can be as simple as hosting a Twitter chat or answering questions in the language they are asked. Agencies are innovating around how to use their limited resources to maximize their reach. \u003ca href=\"https://drive.google.com/a/gsa.gov/file/d/0B_S79lXdhuh0VHc0Q29IY3JCRG8/view?pli=1\"\u003eCheck out great examples from the CDC, FEMA and the SBA in the slides from our presenters\u003c/a\u003e.\u003c/li\u003e\n\u003cli\u003e\u003cstrong\u003eThere’s a need for us to work together more on this!\u003c/strong\u003e We plan to continue the conversation, both online using the hashtag \u003ca href=\"https://twitter.com/hashtag/SomosSocial?src=hash\"\u003e#SomosSocial\u003c/a\u003e, and through more trainings, webinars and future discussions. If you have an idea or want to reach out, \u003ca href=\"mailto:usapartnerships@gsa.gov\"\u003eemail us\u003c/a\u003e.\u003c/li\u003e\n\u003c/ol\u003e\n\u003cp\u003eAnd don’t forget, you can \u003ca href=\"https://drive.google.com/a/gsa.gov/file/d/0B_S79lXdhuh0VHc0Q29IY3JCRG8/view?pli=1\"\u003eview all the presentations\u003c/a\u003e from the event or check out the \u003ca href=\"https://www.youtube.com/watch?v=JRJW8rhPz3M\u0026amp;feature=youtu.be\"\u003evideo-recording\u003c/a\u003e on the \u003ca href=\"https://www.youtube.com/@DigitalGov\"\u003eDigitalGov YouTube channel\u003c/a\u003e.\u003cem\u003eThis article was originally posted on the \u003ca href=\"https://blog.usa.gov/%23somossocial-5-keys-for-government-to-reach-hispanics-through-social-media\"\u003eUSAGov blog\u003c/a\u003e by\u003c/em\u003e \u003cem\u003eLeilani Martinez, Jessica Milcetich, Edgardo Morales and Victoria Wales, who are part of the USAGov Marketing and Outreach Team.\u003c/em\u003e\u003c/p\u003e\n"}
  ]
}