The document provides a blueprint for effective multicultural communications on social media. It outlines 4 key steps: 1) Identify the target communities - Know their culture, preferred information sources, influencers. Look at demographic data and surveys. 2) Choose appropriate social media channels - Decide which channels fit the community's preferred formats and technologies. Focus content for specific groups. 3) Adapt content for cultural relevance - Consider how the community will view messages and ensure visuals/references are clear. Relate content to cultural celebrations and values. 4) Measure success against goals - Set goals like growing followers or reducing calls. Track key metrics on dashboards to measure performance and continue improving outreach.

1. A Social Media Blueprint for
Multicultural Communications
Effective Multicultural Communications in Social Media
Presented by Rosie Taylor – Rosiemedia on May 3, 2013 at
3CMA Regional Conference, Miami Beach, FL

2. Been There, Done That
• I found Social Media for Gov’t
can be tough
• There were no standards, no
budgets, no staff – lots of “no”
• But we can still do this…
• They eventually got used to the idea.

3. See it as a Blueprint

4. Make It Part of the Blueprint
• The strategy needs to fit into the overall communications
plan for the City/County agency and not an afterthought.
• If it feels like an afterthought to you, it will feel like that
to your audience.
• If you make it part of the plan, you have a strategy to
come up with fresh content and deal with any crisis.
• Be diverse in content delivery across different social media
channels and stay relevant.

6. Step #1: Where’s the bonfire?
• Know your constituents’ culture
• Multicultural is more than Hispanic and African American – was
there a shift in your area? The Asian population saw a huge growth
of 45.6% in the 2010 census. Did that affect your city or county?
• Where they get their information
• Polls – Media Surveys – Does your community prefer radio still?
• Understand who the influencers are in the community – bloggers,
activists. community leaders, local celebrities… Can they
participate in and support your social media?
• Look at studies like Pew Internet
• Look at neighboring cities and counties

8. Step #2: Choose Your Channels
• Decide which social media channels will deliver that information in the
format most used. Social media allows you to target messages down to
smaller groups.
• Does it need to be more visual or conversational?
• Do I have a place on our website dedicated to this information in a translated
format?
• Are these instructions that would work better in a demonstration on video?
• Research shows that multicultural audiences adopt mobile technology at a fast
pace. BE MOBILE.
• Is our community Puerto Rican versus a generic target of Latinos? Narrow
your focus and your content will be relevant.
THERE’S NO NEED TO BE EVERYWHERE.
IT GETS DILUTED.

10. Step #3: Look through a new lens
• Find the content laying around think about these three
questions as you look at the Cultural Landscape:
• How will this look to my audience? No cookie cutter messages.
• Are the visual references confusing?
• Have a value exchange. Be ready to be part of the community.
• Was there some celebration or milestone that would help make this
message more relevant? Know what’s important and what is a
stereotype.
• Multicultural Social Media celebrates those things that make each
group unique. More than ethnicity – it can be language, culture or a
common set of values.

11. I’m Puerto Rican.
Nov 19th or Cinco de Mayo?

13. Step #4: What gets measured, gets
done.
• Have a goal in mind – Building the list, reducing calls
for customer service
• Use a social media dashboard and
measure, measure, measure.
• Measure your social media efforts and how it
performed against your goals. Remember the big
picture?

14. The Social Media Blueprint for
Multicultural Communications
• Find the Bonfire & Engage the Influencers
• Choose the right Channels
• Look through a New Lens
• Measure, Improve, Measure

15. CDC Example: The Zombies!
• To reach a younger audience about preparedness:

16. Obama Administration & G+
• Google Hangouts with President Obama & Joe
Biden; Cover Photo… notice the focus?

17. NYC @nycgob, not nycgov
• Not nycgov…

18. NYC as @nycgov
• Not nycgov…

19. How is Multicultural Different?
• A community that celebrates its own
• language
• traditions
• values
It’s still about communication.

20. What’s Your Vision?