Spanish Social Media and Sports

Interesting piece by Fox News Latino’s Maria Burns Ortiz, noting that despite the obvious widespread reach of Spanish language social media, few sports teams have taken advantage of that audience. While English social media outreach is nearly omnipresent, only the MLB’s Boston Red Sox and NBA’s Orlando Magic have stepped up their games when it comes to Spanish social media.

Considering the prevalence of social media use among both U.S. Hispanics and users in Latin America, appealing to this audience through these networks would be an easy and effective way to engage fans. A recent report shows that Latin American users are more active on social media than European users. …

“Once we opened the accounts, we really realized it reaches more than the Hispanic community here in Orlando,” Magic Spanish web services coordinator Adly Santiago said. “It reaches to Spain, Latin America, the Caribbean. We create conversations between those fans from different areas, and they start engaging.”…

“I really try to ask players questions, and then translate it into a news story for the website [which the team also posts on its Facebook page] or quotes for Twitter, so the fans can have that access,” Santiago said. “I’ve done Twitter chats where I translate what players are saying. I want to be more interactive with our fans.”

In other words, the strategy that has made the NBA successful in the English-language social mediasphere – to engage and inform its fans – translates almost effortlessly. Other teams and leagues are learning that lesson, or at least they should be.

Worth reading the piece in its entirety.