A lot has changed since I first reported on how Hispanic online publishers were using Facebook in June 2010. Back then, only a few Hispanic publishers were taking Facebook seriously, but over the past year and a half, Hispanic publishers have significantly increased their presence on Facebook and now view it as a critical channel for them to remain competitive. For Hispanic publishers, a robust Facebook presence is critical for a few key reasons:
So which Hispanic online publishers are winning on Facebook?
If we look back to June 2010, Hispanic media giants Telemundo and Univision clearly saw the importance of the social network. At the time, they had 138,000 and 92,000 Facebook likers, respectively. But nobody else had a strong Facebook presence. Fast-forward to today, and the importance of Facebook to Hispanic online publishers is quite evident.
Here is a list of the top 10 Facebook communities of Hispanic online publishers. The list includes current likers, growth rate over the past 12 months and the current engagement rate (current “talking about” divided by likers).
How long will it last?
Building and maintaining robust Facebook communities like these requires significant investment and effort. Clearly, Hispanic online publishers perceive that they are generating a return on their Facebook investment today.
That said, as Facebook’s growth begins to slow among Hispanics, and more publishers and advertisers jump onto the platform, it will be increasingly difficult to compete for the attention of users. To rise above the noise, publishers will need to continuously refine their targeting and content strategies in order to grow and engage their communities. This effort will likely require more time and resources.
What will happen to these Facebook communities in the future is anybody’s guess, but one thing we can bet on is that Facebook will continue to innovate so that Hispanic online publishers keep doubling down.