On January 11, LATISM Houston partnered with Houston Social Media Breakfast to present a panel discussion on how marketing can successfully interact with the Latino community online using strategies that can gain new consumers and keep them loyal to your brand. I wasn’t there myself, but I did gather some important tips through the Tweet stream under #SMBHou. Check out the lists of tips below and maybe you can use them for your strategies.

The Hispanic consumer is loyal but will be turned off the moment you show disrespect.

Hispanics research online but buy over the phone or in person.

Google translator will not help you do the job of being culturally relevant/engaged.

Twitter and Facebook are most popular among Latinos. They also tend to watch videos longer.

What are people saying about your company? Make sure you understand and listening actively is important!

Hispanics are always online searching and reading reviews.

Make sure your Spanish press release has a link that leads you to a Spanish website.

Search engines do differentiate Spanish content vs English. you will need to do SEO for Spanish.

Don’t post something is Spanish and link back to English site.

Google recognizes Spanish-language keywords for SEO.

Hispanics are using social media! Hispanics watch videos and share it more often!

Spending power of Hispanics will be 1.5 trillion in near future.

Don’t have an answer? Don’t delete! It shows disrespect. A simple answer will make a huge impact.

Take advantage of Facebook’s post targeting function to distribute posts in different languages.

You can overdo the Spanglish and alienate your audience.

Do not start a different FB page for Spanish readers. All material should be in the same company page.

If you have Spanish posts on English-dominant pages, you will see backlash. Use the targeting tool.

We should start treating non-English inquiries with the same respect as English inquiries.

A fan can leave you anytime; so be cool, reward, respond, don’t delete.

Hispanics are loyal to brands that are loyal to them.

Think of how to be inclusive vs making fun of people u see as different -whether language or mindset

Don’t just slap a sombrero on it and call it advertising to Hispanics.

High school or college Spanish is not the same as cultural Spanish. Get a Hispanic intern to get proper translation.

Make sure you reward your fans- because they don’t need to be your friends. Be loyal!

If u can’t help your customers via social media (resolve their problem) u need to respond (don’t delete or ignore).

A fan doesn’t need to be your fan. They can unlike u anytime. Treat everyone with respect and build that community. ENGAGE!

Hispanics will give and send business to new businesses as long as they are treated with respect in the establishment.

We should start treating non-English inquiries with the same respect as English inquiries.

If big brands do not have full time Spanish speaking team stop deleting messages, step up.

Hispanics are committed to companies that are committed to them.

Hispanic marketing budgets need to catch up with the changing demographics and increased spending power.

Dubbing & using subtitles on video for Hispanics shows disrespect & that we are an after-thought.

Hispanic market is really the mass market of the future.

We are becoming the majority & we still have to fight for ad budgets.

Hispanics login to social media (most platforms) more than their counterparts.

Hispanics over index on mobile and social media. The only place they DON’T over index in is being inactive.

Know where your geomarket is online.

Where is the Latino market on social media? Spectators represent 80%

The Hispanic market is very diverse, so you must consider those differences when marketing within that group.

Understand Latinos come different backgrounds and can be very different.

Make sure that when you go in you have a clear message and a clear audience.

Use location or language targeting to get filtered posts on Twitter.

Online social media is not that different than traditional media. Know your audience.

Make sure your SM manager understands your brands voice.

Think of social media in the same way you think of pitching to the traditional media. (Key word: THINK!)

Have someone on the team that gets your brand.

Don’t try to Latinize your post (throw in a random ” taqueria”) without being culturally relevant.

Having someone who can speak/write in Spanish can help with the comments coming in.

Targeted-language posts are a great way to reach the Latino market on Facebook.

Related articles

• Advertisers Must Pay Attention to Hispanic Consumers as Rising Trendsetters in 2013 (nglc.biz)
• Marketingworks and Marketing Maven Public Relations Form Strategic Partnership to Advance Hispanic Marketing, Social Media and Public Relations Outreach (prweb.com)
• Valpak Partners with YaSabe.com to Enter the US Hispanic Marketplace (hispanicbusiness.com)
• 5 marketing secrets about U.S. Hispanics (thecontentlab.icrossing.com)