Cyber Social Latinos

I’ve written about the recruitment opportunity organizations have in engaging Latinos via social media channels – here’s more proof that Latinos are leading the way to social media engagement. According to eMarketer, Facebook was the “top social site among Hispanics, followed distantly by LinkedIn. Twitter reached just 15% of Hispanic internet users, compared to 64.1% for Facebook.”

Gustavo Razzetti, EVP and managing director of Lapiz, the Latino unit of digital agency Leo Burnett argues organizations adds some context to this trend:

We know that Latinos show a higher engagement with brand pages versus non-Hispanics. But that doesn’t mean that they will follow any brand. People don’t engage with brands. People engage with a purpose. And the most successful case studies are precisely those that embrace this approach.