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Dominicanos USA
Latinovations/ Dewey Square Group
April 1, 2015
30-day Social Media Report

OVERVIEW
Latinovations has crafted a snapshot of Dominicanos USAs progress and growth on Facebook,
Twitter, and Instagram since we initiated the short-term social media plan effective February 15th,
2015. This report will provide a detailed account of what has been done across all platforms and
what will occur moving forward in the next phase to continue to improve DUSAs social media
presence.
FACEBOOK
Facebook is Dominicanos USAs most effective social media network. It generates the most
traffic when compared to all other social media accounts and acts as the ideal platform to further
promote the DUSA website.
Based on a general overview of the account, DUSAs original content does the best on Facebook.
It generates more likes, shares, and reach to Facebook audiences than content from other news
websites. However, having a consistent presence on Facebook Monday Friday has delivered
promising results. The DUSA page has experienced a gradual increase in overall page likes,
bringing the total to 254 likes an increase of 45+ page likes in the last 28 days.
In the figure below, you can evalue the significant amount of day-to-day page likes DUSA has
received over the month of March in comparison to the month of February.
Figure 1

Facebook Fanbase
The majority of DUSAs page likes on Facebook come from men and women in between the
ages of 18-34 years old. On average, DUSA has a larger female fanbase. However, in the 18-24
age group, men beat women by 2% and in the 25-34 age group, women beat men by 7%. The
great thing is that there is not a vast difference between these numbers, showing that DUSA

caters to a great balance of men and women. The figure below provides you with a better idea of
the other age groups DUSA has attracts based off the number of current page likes.
Figure 2

Demographically speaking, the majority of our likes on Facebook come from individuals in
major cities of New York (New York City, Bronx, Brooklyn) and include Dominican Republic,
Providence, Rhode Island, and Miami, Florida. An overwhlemingly majority speak English or
have chosen English their preferred language, while about 15% of the total fanbase have chosen
Spanish as their preferred langague.
Facebook Fanbase Reach
New York holds some of DUSAs biggest supporters. Contrary to what our fan base shows,
however, DUSA reaches a significantly larger audience in Rhode Island. General analytics of
DUSAs Facebook fanbase over the last 28 days shows that despite most of our fans being from
New York, our content has a larger reach in Rhode Island.
Figure 3:

Facebook Fanbase Reach

vs.

Figure 4:

Facebook Fanbase

Figure 5

TWITTER
Latinovations has actively shared social media posts from both Facebook and Instagram on
Twitter. Cross-posting is very effective to connect multiple social media accounts from various
networks. In the last 28 days, DUSA has seen a remarkable 50+ follower growth on Twitter.
Figure 6

Figure 7

Based an a basic review of DUSAs followers, the

majority of Twitter followers reside in New York and the
Dominican Republic. However, there is a very low
presence of followers from Rhode Island. Political
elections is the top unique interests of your followers.
However, a large percentage also share common interests
such as the figure demonstrates to the left
This data shows that there is definitely areas of
improvement. Knowing the interests of our current
followers will help us tailor our future posts to these
specific areas of interests.

#YoSoyDominicanosUSA

In the month of March, DUSA also had over 350+ profile visits. On average, DUSA earned
about 144 impressions the number of times users saw your Tweet on Twitter per day just off
of daily tweets totaling a a remarkable 3.7k impressions over this 28 day period.
Figure 8

INSTAGRAM
In just the month of February, Dominicanos USA has experienced the most activity and
engagement since the opening of their Instagram (IG) account in September 2014. For the last 28
days, the account has improved in many ways. Since we began DUSAs social media plan,
@Dominicanosusa on instagram has gained 35+ new followers, reaching 300 followers to date.
Below you will find snapshots of DUSAs engagement, content overview, and optimization.
Figure 9

Figure 10

On average, images posted over the last 30 days have received about 12 likes. Based on a general
analysis of the account, Latinovations has been posting on Instagram M T Th and F between
11am 6pm. According to Instagram, DUSAs fan base this past month has been the most active
on M T W Th and Sat between 11am-7pm. Moving forward, Latinovations will consider posting
on Saturdays to reach DUSAs larger audience on that day.

This following figure summarizes DUSAs fan base activity. The dark circles represent DUAs
posting habit over the past month and the light grey dots represent DUSAs followers and when
they are the most active on Instgram. The bigger the dot, the more active IGers online.
Figure 11

SAMPLE POSTS
Facebook

Twitter

Website