• Allan Posted: 4/20/2010 6:07pm PDT

    And social media reaches an audience that's disproportionately white? Or isn't that true?

  • richard avatar Richard Posted: 4/20/2010 1:05pm PDT

    @Beardling: Not quite. I said that social media marketing doesn't have as strong an impact on minority segments. Typically, web-based campaigns have done better at reaching white, middle-class consumers -- the kind likely to have internet access at home and work. The situation is improving -- thanks in large part to the spread of mobile web -- but the socio-economic disadvantages that minorities face can put the people marketing to them online at a disadvantage, too.
    And of course, once minorities get online, there's the question of which sites they visit. Case in point: this really interesting clip of Eszter Hargittai explaining why African Americans came to Facebook later than whites: http://www.blackweb20.com/2009/09/03/why-were-minorities-late-to-accessing-social-media-sites-like-facebook/
    So not only have minorities historically faced some hurdles getting online, but reaching out to them has been tricky. You could almost liken it to Ford's efforts to reach HD truck buyers via social media: http://www.thecarconnection.com/marty-blog/1043297_fords-next-target-for-online-marketing-the-2011-super-duty

  • Mark G Posted: 4/20/2010 12:58pm PDT

    You're forgetting that in hard times, it's the minorities who will be hit the hardest, because they're on lower incomes. They'll cut back spending on expensive items such as cars, more so than whites. So targeting them less actually makes alot of sense.

  • The Beardling Posted: 4/20/2010 12:26pm PDT

    Wait, so social media "doesn't have as strong an impact" on black and Latino car buyers? Whaaaaaaaaaaa? What are you saying?