Reaching Latinos, targeted newswire services, and more

How and what should we monitor in social media?

How and what should we monitor in social media?

Scott Bauman of Greenough Communications is constantly asked by clients whether they should be monitoring blogs. His response is universal: "Absolutely, and you should be monitoring and engaging the rest of the social media landscape, as well."

Clients intuitively understand that an industry giant like Apple benefits from monitoring and engaging in social media, but don't fully understand that it's equally beneficial for a small, disruptive company to get into the act, Bauman explains. He suggests looking beyond blogs to message boards, social networks, and user groups - other places where healthy conversations about clients' brands occur. In fact, Bauman says, message boards often are a better real-time barometer of broader customer sentiment than blogs.

As for how to monitor, Bauman believes it depends on the company, market, and budget, but he says every account team should be monitoring and engaging on some level. "You can't ignore the impact of social media on your brand anymore - both positive and negative," Bauman cautions.

Latino outreach

How should we be reaching out to the Latino community?

When reaching out to Latinos, it's important to know the Hispanic population is multifaceted, multilingual, and multicultural, explains Sylvan Solloway of DS Simon Productions. "Nevertheless," she says, "the community is very much united by a shared US experience."

If targeting Latino television viewers, Solloway suggests providing bilingual spokespeople - celebrities when possible - video that shows Latinos of all origins, and stories that are relevant to the Hispanic community. Spanish-language producers, in a recent D S Simon Productions survey, cited healthcare, entertainment, personal finance, and immigration as the most relevant topics.

"The Web is also a key place to reach Latinos, especially with video," she says. "The US Hispanic population is a young and Internet-savvy demographic." In April, Forrester Research showed that the number of Hispanics using broadband at home grew from 40% to 61%, and Latino use of social networking sites soared by more than 200%. "Popular sites like,, and now even MySpace have both English and Spanish versions - so be prepared to create video content in both languages to reach your target demographic," Solloway advises.


My company doesn't need to send out press releases all the time. What other services do niche, targeted newswires offer?

Targeted newswires are indeed in the news distribution business, but also offer the capacity to distribute other materials, says Leslie Yngojo-Bowes of US Asian Wire. Do you have a new product to announce, a job posting to be filled, or an event to publicize?

"Niche newswires provide content for media, but that content doesn't have to be strictly 'news,'" Yngojo-Bowes adds. "Introducing a new product or service by distributing photos with captions is feasible via targeted newswires. HR departments can utilize newswire services to transmit job postings to desired regions or sectors. This venue for promoting anything from book releases to classified ads has been severely undervalued and is ripe to be harnessed for more than just news releases."

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