BCBS Facebook sites reach Latino audiences
If you haven't discovered it already, take a look at our online link to BlueCross BlueShield of New Mexico Latino that begins and expands two-way conversations among this growing segment of the U.S. population.
In New Mexico, Hispanics and Latinos make up 46 percent of the state's population, in Texas the percentage is 38, in Illinois it's 16 percent, and in Oklahoma 9 percent. These percentages will keep climbing, making Facebook and other social media natural fits in creating substantial engagement with these ethnicities.
When the site went up in the second half of 2011, features were built (or will be) around five key themes especially important to Latinos and Hispanics: family, bi-cultural living, education, health, and wellness.
One very popular posting was "Buscando a la Super Mama" (talk to me about punctuation) – or "Searching for a Super Mom." This three-month campaign that ended in September was aimed at women of all ages who shared tips, advice, and stories. It also celebrated family and diversity among Latino Facebook fans by bringing the Hispanic culture together via virtual conversations. One mom was chosen winner each month.
Other campaigns designed with Latinos and Hispanics in mind appear regularly at facebook.com/bluecrossblueshieldofnewmexicolatino – how family traditions are kept alive, substituting healthy for unhealthy ingredients, simple home remedies that trace back generations, e.g.
But you don't have to wait for your favorite campaign theme to pop up. Suggest one yourself; it may be used. One Facebook user, for instance, suggests diets that can contribute to health and wellness. "I know some that lower cholesterol and triglycerides."