MediaPost’s Marketing Daily recently published ‘JCPenney’s Turnaround: Focus on Hispanics, Social Media’ by Communicus President Jeri Smith. Communicus’ analysis from the first phase in our self-funded study revealed many interesting facts including the observation that Hispanics — particularly those who are less acculturated — are more than two times more likely to engage with retail brands across social media than Non-Hispanics. Considering the high potential to reach and persuade Hispanic women through social media, it would be wise for every brand, retailers and non-retailers alike, to create a targeted and culturally relevant social media strategy that ties in seamlessly with the brand’s broad-based advertising campaign.
