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Director, Digital and Social Media, Inspire Agency
Social media plays a major role in how US Hispanics engage online with friends and family, powered by their heavy smartphone usage. Silvana Massolo, director of digital and social media at Inspire Agency, a full-service advertising and communications agency focused on multicultural consumers, spoke with eMarketer’s Alison McCarthy about how US Hispanics use social media, what types of content—and which language—resonates them and how they respond to advertising.
eMarketer: How do US Hispanics use social media in ways that stand out from the general population?
Silvana Massolo: The way US Hispanics use social networks can best be observed on Facebook. They’re using it to keep in touch with each other and keep up to date on the day-to-day happenings of their lives no matter where they may live. They also tend to use Facebook to ask their friends and family for their opinion on items or services they’re looking into purchasing.
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