Multicultural marketing in social media is an area that is often left unattended. Let’s face it while some larger U.S companies, such as Proctor and Gamble and Target, have poured resources into their marketing budgets for multicultural marketing, very few of those dollars are aimed at social media and multimedia projects for online audiences. There are several reasons to site; lack of available resources, limited expertise and inability to measure the effectiveness of such specifically targeted social media campaigns. South American company, SocialMetrix, has cornered the market on measuring multicultural social media engagement. Its software, Echo, monitors sites using complex language algorithms that are well versed in Spanish, English and Portuguese colloquialisms. This allows the software to give accurate feedback from consumers who interact with brands in any of the three languages even sarcastically. You don’t need me to tell you this is huge! Now you can gauge how people feel about your product and company when they are in a space where they may use the comfort of a first language to interact with their friends.
Multicultural activity in social media online is a dominating force in social media networks. CapturaGroup published a study in 2009 discussing the growing health and activity in social media by ethnic populations. The SocialMetrix Echo software could be a game changer in your company’s multicultural social media marketing.