Latinos Are 'Talking About This' in Facebook
Seven ways to drive more conversation with Latinos on Facebook.
Seven ways to drive more conversation with Latinos on Facebook.
While you are reading this column, many Latinos will be talking about this. And I’m not talking about this column specifically (though social sharing is always welcome), but about the Facebook metric.
In one of my previous articles, I discussed the crazy competition among brands for who has the biggest amount of fans. I said crazy, because having fans is not enough; you need to have strong relationships.
Look Who’s Talking Now
The “talking about this” metric is made up of different interactions between your fans and your postings on Facebook. Basically, it measures every time users share your content in their timelines.
“Liking” your fan page or any content on it, posting a comment on your wall, or any other type of sharing is what helps keep this metric alive on a daily basis (Facebook measures it every day, though results are provided on a weekly basis).
The most interesting part is how dynamic this metric is. Getting new fans is great, but keeping your fans engaged and acting as your brand advocates, that’s the real deal in social media.
More Fans, or More Talking?
A couple of months ago, I shared an analysis on how Latino Facebook pages were performing versus their general market counterparts in terms of fans.
Now that this new metric has been active for almost a month, I thought it would be interesting to revisit that analysis focusing on the “talking about this.”
Let’s review a ranking of some of the most important Latino Facebook pages in terms of “Likes.”
Most Likes: | ||||||
---|---|---|---|---|---|---|
Like This | Talking About This | “Talking About” | ||||
Facebook en Español | 9,459,596 | 164,169 | 1.7% | |||
CNN en Español | 846,965 | 10,968 | 1.3% | |||
ené•bé•á | 303,537 | 1,513 | 0.5% | |||
People en Español | 105,328 | 2,089 | 2.0% | |||
Sears Latino | 85,022 | 1,594 | 1.9% | |||
Comida Kraft | 81,763 | 4,349 | 5.3% | |||
State Farm Latino | 68,351 | 3,311 | 4.8% | |||
Toyota Latino | 62,498 | 599 | 1.0% | |||
Bud Light | 51,215 | 6,415 | 12.5% | |||
UFC Latino | 43,874 | 5,565 | 12.7% | |||
Latinos for Obama | 43,487 | 372 | 0.9% | |||
Pampers Latino | 38,304 | 459 | 1.2% | |||
American Airlines en Español | 33,687 | 487 | 1.4% | |||
AT&T Latino | 26,624 | 401 | 1.5% | |||
Garage Valvoline | 14,053 | 125 | 0.9% | |||
Toyota Yaris Latino | 9,916 | 40 | 0.4% | |||
Domino’s Latino USA | 9,095 | 98 | 1.1% | |||
Pepsi Yo Sumo | 6,896 | 5 | 0.1% | |||
El Maestro del Vaso Medio Lleno | 6,652 | 1,658 | 24.9% | |||
Wendy’s Latino | 3,657 | 1,820 | 49.8% |
Now, when we switch from reach (number of “Likes”/fans) to engagement (percent of “talking about this”), the story is pretty different, as you can see in the following chart ranked by percent of “talking about this.”
% Talking About This: | ||||||
---|---|---|---|---|---|---|
Like This | Talking About This | “Talking About” | ||||
Wendy’s Latino | 3,657 | 1,820 | 49.8% | |||
El Maestro del Vaso Medio Lleno | 6,652 | 1,658 | 24.9% | |||
UFC Latino | 43,874 | 5,565 | 12.7% | |||
Bud Light | 51,215 | 6,415 | 12.5% | |||
Comida Kraft | 81,763 | 4,349 | 5.3% | |||
State Farm Latino | 68,351 | 3,311 | 4.8% | |||
People en Español | 105,328 | 2,089 | 2.0% | |||
Sears Latino | 85,022 | 1,594 | 1.9% | |||
Facebook en Español | 9,459,596 | 164,169 | 1.7% | |||
AT&T Latino | 26,624 | 401 | 1.5% | |||
American Airlines en Español | 33,687 | 487 | 1.4% | |||
CNN en Español | 846,965 | 10,968 | 1.3% | |||
Pampers Latino | 38,304 | 459 | 1.2% | |||
Domino’s Latino USA | 9,095 | 98 | 1.1% | |||
Toyota Latino | 62,498 | 599 | 1.0% | |||
Garage Valvoline | 14,053 | 125 | 0.9% | |||
Latinos for Obama | 43,487 | 372 | 0.9% | |||
ené•bé•á | 303,537 | 1,513 | 0.5% | |||
Toyota Yaris Latino | 9,916 | 40 | 0.4% | |||
Pepsi Yo Sumo | 6,896 | 5 | 0.1% |
Driving More Conversation
Some initial findings and conclusions:
On many occasions, my fellow columnist Giovanni Rodriguez and I discussed how social media has become an excellent way to engage with Latinos; and how Latinos are engaged with Facebook, spending more time and being more active in terms of sharing than the general population. But that doesn’t guarantee success for a brand. If you want Latinos to be talking about your brands, you need to take care of them.
Share this column with your Facebook friends and also be a part of the ones that are talking about this.