Me Gusta: Targeting Advocacy To Latinos Online
Latinos overindex on social networking sites, and when it comes to activism online, but how do organizations connect the dots when reaching Latinos online in such a crowded media and social media space?
Language (not all Latinos speak fluent Spanish), generation (what’s the difference between an immigrant’s interest in animal rights versus a third generation), and tech preferences (if you have a smart phone but no computer, calls to action need to be streamlined) matter. Reaching Latinos is just online organizing — but with a few extra layers.
Yet, just because it’s different, doesn’t mean it has to be hard. Just like other groups, Latinos engage with celebrities, music, videos, social media and technology in ways that can translate to offline activist activity.
Renée Saldaña, Director of PETA Latino and Sara Inés Calderón, Editor Más Wired, an organization advocating for of Latinos in STEM, share strategies, case studies, lessons and tips for engaging Latinos in advocacy online.
- How do you decide to which segment of the very diverse Latino population in the U.S., or Latin America, to tailor your message online? Do you reach out to specific ethnic groups, or go for a pan-ethnic approach, and what are things to watch out for?
- How do you tailor your message to Latinos without simply translating things into Spanish, or using Spanglish willy nilly? What’s the language strategy behind advocating to Latinos?
- Do Latinos online care about activism? If so, what are the best ways to engage them in advocacy? Does online advocacy translate offline?
- What can you do to make your message sound authentic to Latinos? Is a Latino celebrity enough to convince Latinos that your message is worth their time, or, would an everyman be more appropriate?
- What kinds of technology do you use to relay your message? Do you just run a TV commercial, do a Facebook campaign or an email blast? Or do you use multiple platforms? How do you tie them together?
- Renee Saldana People for the Ethical Treatment of Animals (PETA)
- Sara Inés Calderón Mas Wired
Renee Saldana People for the Ethical Treatment of Animals (PETA)