A social media gap that exists in the Hispanic market could present opportunities for communicators. The 2011 TeleNoticias-LatinoWire Hispanic Social Media Survey says 92% of companies polled have social media programs, but fewer than half have programs designed specifically to target the Hispanic market. However, 60% of those surveyed anticipate a budget increase for social media targeted at the Hispanic market in the next fiscal year. The survey also finds:
• Hispanic social media programs are viewed by respondents as equally as important as mainstream social media programs (69% for each).
• While 67% of those surveyed indicate their company has a Hispanic public relations program component, 45% use a Hispanic social media program tailored to reach that specific market.
• The same social media tools are used to target both the mainstream and Hispanic markets—though use of mobile is higher in Hispanic programs.
• In the next fiscal year, 81% of respondents anticipate an increase in the use of social media in their Hispanic marketing and communications programs.