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Today, it seems like everyone is talking about social media – and your ethnic patients may be turning to social networking sites for information more often than you think. As this trend continues, it is becoming more important than ever for you to establish a social media presence. Using professional sites – such as Facebook and LinkedIn – will not only help you connect with existing patients, but can also help you target new, potential patients.
Everyone’s Using It
A 2009 multicultural marketing study1 revealed that ethnic minorities continue to visit social networking sites for communication and information more than non-Hispanic whites – and usage is growing by double digits. The study showed a dramatic increase in usage over the past year – with more than six out of 10 ethnic minorities visiting social networking sites at least two to three times a month, compared to around four out of 10 in 2008. Facebook is leading the way in popularity – with nearly half of minority populations visiting it regularly.
- 55% of Asian Americans used it regularly in 2009, vs. 18% in 2008
- 44% of English-speaking Hispanics used it regularly in 2009, vs. 18% in 2008
- 36% of Spanish-speaking Hispanics used it regularly in 2009, vs. 13% in 2008
- 42% of African Americans used it regularly in 2009, vs. 12% in 2008
- 43% of non-Hispanic Whites used it regularly in 2009, vs. 7% in 2008
Targeting Ethnic Populations
While Facebook is popular among all populations, if your practice serves a specific demographic, you may also want to consider using other social networking vehicles.
- MySpace is most commonly used among Hispanics (41% use it regularly) and African Americans (40% use it regularly).
- LinkedIn is more popular among Asian Americans (14.5% use it regularly). It is used by 7% of English-speaking Hispanics, and just 4% of African Americans.
- Twitter is most popular among Asian Americans (10.8% use it regularly). It is used by just under 7% of English-speaking Hispanics and African Americans.
- Hi5 – a social media site with a strong presence in Latin America – is used by nearly 30% of Spanish-speaking Hispanics in the U.S., and by approximately 5% of other ethnic populations.
- Black Planet – the largest black community online – is used by 17% of African Americans.
- Blogs – Approximately 19% of English-speaking Hispanics have a blog, compared to 13.5% of non-Hispanic whites.2
Is Your Practice On Facebook?
If your practice is not taking advantage of social media, it may be time to start.
Transitions Optical offers complimentary resources to help eyecare professionals use social media to stay top-of-mind with patients and build their businesses. Two guides
Putting Your Practice on Facebook and the new Getting Social: Social Media for Your Practice – are available for download through Transitions Optical’s professional trade portal. Complimentary hard copies are also available through Transitions Optical Customer Service at (800) 848-1506.
Just released, the Getting Social guide provides in-depth information about expanding social media outreach for an eyecare practice. The guide overviews social media applications, offers tips for developing a social media plan and highlights best practices for using social media to bring in new business. To help eyecare professionals stay up- to-date, the guide also suggests online resources for keeping up with the latest trends in social media.
By Manuel Solis, Multicultural Marketing Manager, Transitions Optical, Inc.
Resources
1 – 2009 Multicultural Marketing Study. Center for Hispanic Marketing Communication at Florida State
University, DMS Research, and Captura Group.
2 – A study by Felipe Koorzenny, Ph.D. Center for Hispanic Marketing Communication at Florida State
University
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