There were a few relevant insights for journalists in a SXSW session Friday that was primarily designed to motivate advertisers and marketers to target Hispanics, African-Americans and Asians on Facebook.
If you want to get relevant content in front of a diverse audience on social media, you have to understand the nuances of how that audience is different from the general population, the presenters argued.
Christian Martinez, head of U.S. multicultural sales for Facebook, described a study that Facebook and Ipsos MediaCT performed last August on 1,600 Facebook users.
Where ethnic minorities used to see their physical neighborhood as the primary way they connect to their culture and heritage, now it’s through social media, said Virginia Lennon, senior vice president of partnerships for Ipsos. Where minorities used to connect in person and on the telephone, now social media provides a constant connection to their family and friends, especially for those who are separated by physical distance and even national borders. Read more