By Ashley Michelle Williams, Huffington Post
Media experts agree that social media is the gateway to U.S. Hispanics, the fastest-growing audience to embrace social networks and to tap into web information resources.
Joe Kutchera — author of the newly released book, Latino Link: Building Brands Online with Hispanic Communities and Content — says that to target Hispanic customers, marketers should embrace marketing to Hispanic consumers on social platforms since they over-index for using social media.
“Many research companies and marketers say that social media is often the gateway to Hispanics and the media,” Kutchera said. “Therefore, marketers need to address what content on their websites is helpful to their Hispanic consumers.”
Kutchera started investigating the need for Spanish online media in the marketplace after finding many marketers didn’t know how the growth of the Spanish network could merge with the growth of Spanish online media.
“The book is the first of its kind,” Kutchera said. “Since I was able to interview numerous different marketing leaders like Ford, Best Buy, America Marketing insurance, and Lexington Marketing… Almost every chapter is a case study.”
To read more, visit: Social tools help marketers reach Hispanic shoppers