Generally, cultures can be divided into two types: high context and low context. High-context cultures are relational, and low-context cultures are task-driven. In high-context cultures, people receive their greatest sense of identity from group activities and relationships; conversely, in low-context cultures, people gain their greatest sense of self-worth and identity based on personal achievements.
The Latino culture is high-context and highly social in nature, so it stands to reason social media is an effective form of communication that, if properly approached and administered toward Latinos, can pay huge dividends for your roofing company.
Social media use is higher among Latinos than among the rest of the U.S. population. According to a Pew Research Center snapshot of social media usage from March 17, 2015, to April 12, 2015, 72 percent of all U.S. adults who use the internet use Facebook. The study also found 75 percent of Latinos, 70 percent of Caucasians and 67 percent of African-Americans who use the internet use Facebook.