Facebook’s new “talking about” feature has everybody buzzing. This automatically deployed tool reports on what their friends are “talking about” by providing instantaneous updates in their news feeds. No one is more interested to see what new information these changes will yield than marketers.
One emerging trend that’s raised the attention of digital marketers is what this new “Talking About” feature reveals about Hispanic social media users. According to data reported by ClickZ News, Hispanic users are more likely to “talk about” a business or organization than they are to “like” them. Even more revealing is the fact that the many “popular” sites geared towards Hispanics aren’t the ones that generate the most discussion.
For example, Facebook en Espanol has collected nearly 9,500,000 “likes,” however, only 1.7 percent of the users who say they like it have engaged in discussion or link sharing.
Conversely, Wendy’s Latino, a page with only around 3,700 “likes” has had even more success getting people to “talk about” its page – nearly 50 percent of users who like it contribute to the site in another way.
For marketers, one of the important early trend is that Hispanic audiences appear to prefer engaging with smaller, more personalized pages like Wendy’s Latino rather than larger, more generic ones such as Facebook en Espanol. In order to have online users contribute, and therefore expand the usage of the new “talking about” feature, the content being shared must have an intrinsic value to the Latino audience. Posts that engage users by asking pressing or thought-provoking questions are more likely to see success, as do posts about Latino holidays, humor or celebrities.