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How many US Hispanics on Facebook

A few years ago we provided an outlook as to how many Hispanics used Facebook. Now its important to discuss that the number of Hispanic Facebook users is on the rise, albeit not nearly as fast as for other social channels such as Instagram and Snapchat. It is also very important to note in which language you would want to launch your newly created Facebook page. Choosing between English, Spanish, or Bilingual is a key question when making a Facebook page to establish a business brand. So let’s review how many US Hispanics could potentially sign up as a fan on your brand’s Facebook Page.

How many Hispanics are English or Spanish Dominant?

In today’s environment there are 28.03 million US Hispanics on Facebook. Of that amount 31%, or 8.7 million Hispanics, prefer Spanish and would be encouraged to become a fan of a fan page providing Spanish content. A higher number, 12.4 million Hispanics favor English and are more likely to become a fan of a page that is providing stories and media in English. And last but not least, 25% of US Hispanics (7 million) are bilingual and consume content in either language.  The graph below sums it …

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Case Study: Castrol Motor Oil (Hispanic Facebook Marketing Social Media Outreach)

Castrol knew the importance of soccer to their fans, and offered Ronaldo's biography on their Facebook page.

Castrol Motor Oil, knowing Hispanics affinity for soccer capitalized with a sponsorship of Christiano Ronaldo, one of the best  players in the game to bring awareness to their brand on all channels including Facebook and Twitter.


The Nativa team was assigned with the creation and management of a Castrol Motor Oil social media platform for Spanish speaking US Hispanics. Through surveys and point of sale data, we knew that Hispanics were interested in soccer as well as maintaining their existing vehicles for an extended period of time exceeding that of the general market. It was up to Nativa to strategize the best way to communicate with these potential fans and customers through social media.

Castrol Motor Oil, through Hispanic Facebook marketing was able to engage their fans with fun activities such as giving away soccer game tickets through their Facebook page.


Our team researched the optimal method to organically grow the Castrol social media platforms as a hub for US Hispanic soccer and car enthusiasts through Hispanic Facebook marketing. As Castrol is a sponsor of Major League Soccer (MLS), the US Men’s National Soccer Team and the Mexican Men’s National Soccer Team, we created and maintained a 60 …

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How To Use Facebook Tabs

What is a Facebook tab?

A Facebook tab is a separate page within your Facebook profile and is found just below the profile image of your Facebook fan page. Your profile already included two tabs, ‘About’ and ‘Photos’, when you created your Facebook fan page. So now that you know what they are, why would you ever want to use them?

Benefits of Facebook Tabs

eric diaz of social media spanish

Eric Diaz of Social Media Spanish
















In this podcast Eric Diaz explains how Facebook tabs can be used to help promote your business including running contests, offering content in another language, capturing leads, offering coupons, and much more. He talks about how to set up custom tabs, how to use them to promote your business, and how they can be used for your Hispanic audience.

For your company: Facebook tabs are an inexpensive way to drive traffic to your Facebook page, create buzz about your brand, and generate new leads that will eventually turn into sales.

For your fans: Facebook tabs are a fun way for fans to get engaged with their favorite brand, download a coupon, enter a contest …

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The Dangers of Using a General Market Agency to Execute a Hispanic Campaign – Part 1

Targeting Hispanics With Facebook Advertisements

When it comes to marketing, not all target audiences are created equal. Ensuring that the message is properly tailored for each demographic is paramount to the success of a campaign. Marketers who instead choose to create a Hispanic campaign with a generalized focus will likely face consequences such as brand dilution, customer backlash and negative promotion. As a multicultural agency, our focus is on more specialized demographics, namely Hispanics. To that end, targeting multiple demographics the way one would a general market is an inherently flawed strategy, as the characteristics that make up one group do not necessarily translate to the next. For this reason, we endeavor to expose the pitfalls of hiring a general market agency to do the work best suited for an agency with experience reaching solely Hispanics.


Where a General Market Agency Went Wrong

Recently, the Spanish-language Facebook page of a consumer packaged good received serious backlash for an ad campaign created by its agency of, which poorly targeted the Hispanic market. That is to say, the campaign was not only aimed at Facebook users with Spanish-language profiles (users who set their profile preferences to Spanish) but also users with …

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Options to Reach Hispanics with Facebook Ads

The Dilemma with Facebook Ad Targeting

Crafting an effective Facebook advertising campaign is a key tool in helming a successful paid promotion. Beyond writing copy that’s succinct and persuasive and selecting images that convey your brand or organization, is determining who exactly to advertise to. For this, Facebook provides a search tool that will aggregate interests based on keywords to help generate target groups—a curated audience pool.

Advertising a Facebook page for a new car dealership? Why not create a target group that focuses on Facebook users interested in automotive brands? If the dealership is regional, you may want to filter your audience further by limiting the audience to the city and/or state in which it is located. Focusing on the product and potential consumers is a strategy that can be implemented when advertising consumer products, business, etc. The caveat to this form of straightforward, intuitive targeting is ethnicity.


Now, how do you target a population as diverse as they are large? Currently, the US Hispanic population is an estimated 52 million, 17% of the country’s total[1]. When targeting Hispanics a number of additional factors are at play, including language and demographics. To address this issue, we have tailored …

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What’s The Buzz About Facebook’s Graph Search Tool?

Facebook's Graph Search

Graph Search – personalized search results

Facebook currently has 1 billion users. The forum that started as a social platform for friends to connect has evolved into a lucrative tool for many businesses and brands, and has provided a much-needed space for companies to communicate and interact with customers.

On January 15, Facebook announced an upgrade featured called Graph Search that acts as a search tool in partnership with Microsoft’s Bing.  Graph Search’s functionalities are in beta and somewhat limited but focus on four main areas: people, photos, places and interests. Graph Search enables its members to sift through Facebook’s data indexed by interests, locations and recommendations via a search bar located at the top of a Facebook profile.


Graph Search is available now in a very limited beta program for English (US) audiences.

Graph Search is available now in a very limited beta program for English (US) audiences.


Privacy & Best Practices

Searches can be very simple questions like “friends who like dogs” or “Italian restaurants in NYC liked by my friends”. These searches are defined by your friends and their friends’ interests and activity but are limited by users’ privacy settings, which prevents certain items from being shared. According to Facebook, Graph Search will only share content that was …

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How to Remove Your Image and Name from Facebook Ads

Recently I have seen more and more discussion about people feeling very uncomfortable with Facebook using their name and image on social ads.  I wrote about this last year on the dangers of showing up on Pepto Bismol’s next ad for a chimichanga antidote.

People online are becoming frustrated about having their names used in relation to individual posts, when they are a fan of only the page, and not that specific post.

To be clear, the reason Facebook uses these ads is because people are 25% more likely to click an ad when they see a friend associated with it and their purchase intent climbs by a whopping 300%.1

Well here is how you can prevent Facebook from using your personal information on these ads:

Option 1 (Easiest and Recommended)

A. Simply click here:

B. At the bottom you will see an option that says, “Pair my social actions with ads for”

The setting by default will be on “Only My Friends.”  Change this to “No One” and click Save.  

Facebook Remove Social Ads

The setting by default will be on “Only My Friends.” Change this to “No One” and click Save.


All done and your name nor image …

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How Government and Non-Profits are using Hispanic Social Media.

The Hispanic Social Media Insights Webinars series continues March 23 (1 to 2 p.m. ET) with a free national webinar titled “How Government and Non-Profits are using Hispanic Social Media.”  Case Studies to include The Centers for Disease Control and Prevention (CDC) as well as NacerSano of the March of Dimes.

Register Here!

Sponsored by Social Media Spanish, the national webinar series was created by the Hispanic PR Blog.

Among the hot topics that will be discussed are:
• What are some of the current best practices being used by government agencies and nonprofits to engage specific segments of the online Hispanic audience by delivering unique, targeted content to attract, engage, and create community.
• What are the key differences in running a campaign for government or a non-profit versus for a corporation?
• Case Studies including The Centers for Disease Control and Prevention (CDC) as well as NacerSano of the March of Dimes which illustrate how several government agencies and nonprofits are using the web and social media to actively engage Latinos online.
• How social media platforms like Facebook and Twitter meet the unique communication needs of government agencies and nonprofits.

Confirmed speakers for

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Measuring Social Media Engagement

So if your Facebook fan page has 2,000 fan interactions per week and mine only has 200, is there any way my page could be considered more engaging?  Why yes, absolutely there is.  What needs to be considered is the amount of interaction per fan, which puts all pages on an equalizing, pound-for-pound scale.  Basically, this enables an apples to apples comparison of your fan page with 2 million fans with my page of 200 fans.

It is often hard to measure how effective a campaign is and how engaged fans are in the conversation. A simple, albeit manual way to measure how involved fans are is by using the Social Media Engagement Scoring system that ranks a page based on posts per day to quantity of fans.  This system allows a brand to take a realistic view at how well they converse with their fans in comparison with other brands.

We have found that in general, a score of over 200 in Facebook means fans are engaged. A score over 300 means that fans are highly engaged.  A score of over 50 in Twitter is good.  A Twitter Engagement score of over 75 is superb.  Our calculations are …

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How Fortune 1,000 Brands Engage Spanish Speaking Facebook Fans


Many large brands such as Nike, McDonald’s and others have well over 1 million fans and struggle deciding how best to communicate with Spanish speaking Facebook fans which in many cases are 10% or more of their total fan base.  We determined there are 4 main methods to begin engaging a brand’s fans using Spanish language marketing.

They are:  1 – Creating a new Page, 2 – Posting to Everyone, 3 – Using Filters, or 4 – Creating a new Tab.  We created a list of pros and cons for each of the 4 methods and we detail these below.

1 – Creating a new Page
Building a new page dedicated to Spanish content is one popular choice that many large brands use.  AT&T, CNN, Tostitos, and the NBA have all chosen this path and grown substantial followings.  A new page will show up on an internal search by the firm’s brand name which will help in drawing new fans.  A key benefit for choosing this method is that it enables a brand to provide content specifically targeted to its Spanish language fans in a dedicated forum.  This has been seen as the …

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