If you are a multinational company with global customers, you could have the challenge in social media of understanding who your audience is and what they are talking about. This is especially true if part of your customers are Hispanics or Latin Americans. There are many differences when listening to this audience:
- Most of them speak Spanglish
- Others are bi-cultural but speak only English
- Some just speak Spanish
- Many of them are local to your market
- Spanish has many variations from country to country or city to city
These audiences are not identical, and geographical differences play a big role, including cultural differences. Listening to the Hispanic and Latin American segments should be versioned to the different segments or niches in your social media channels. This means that you need to understand how to listen to their social conversations and figure out which social channels are more effective to reach your Latino audience.
Read more at Radian 6.