"[We're going] into the platforms where we participate, like the Juanes fan page and Latina magazine, to see what is moving us and what is sparking conversation and what is not sparking conversation," said Natalie Boden, president of BodenPR. The study also looked at People en Espanol, Shakira's fan page, Vivir Latino, Blogs by Latinas, Catalina magazine, and Las Comadres Para las Americas.
BodenPR found that, despite the different platforms and demographic differences, the most popular conversations were about citizenship and immigration, entertainment and celebrities, and being Latina in the US, including the news and events related to that.
Boden said the study was all about looking at how the media is representing Latinas in the US and what is moving them to discuss and act.
"If marketers will dedicate a platform or a campaign specifically to us, to Latinas," she said, "it really resonates with us, it really hits home." She added that with the US population of Latinas growing and more Latinas becoming entrepreneurs, companies cannot group all Latinas together – they must look at the differences among women based on age, country of origin, and profession, among others.
Heritage is also a popular issue with Latinas, whether or not they were born in the US. Marketers that celebrate Latina heritage, whether it's through a cause or a celebrity, have an opportunity to really resonate with Latinas, Boden said.
BodenPR and its research division Pink Tank will continue the series, with a study on Latina business owners next.