LATISM
Latinos in Social Media (LATISM) was founded in 2009 as a 501(c)(4) nonprofit, nonpartisan organization. The organization is committed to promoting and advancing the social, civic, and economic status of the Latino community.[1] In addition to ensuring online discourses correctly reflect the heritage, culture, and diversity within society, LATISM facilitates and aids the adoption and utilization of digital social networks and applications by Latinos. This is achieved by providing information, resources, networking platforms, and additional capacity-building opportunities. LATISM's mission of empowering Latino communities in Education, Health, Technology, and Business spheres is achieved through the utilization of social media and technology innovations.[1]
LATISM has 140,000 members. The organization contains 13 regional chapters located in Central Florida, Houston, San Antonio, Philadelphia, New York, Chicago, Phoenix, Charlotte, South Florida, the San Francisco Bay Area, Los Angeles, Washington (DC), and Dallas/Ft. Worth.[2] Each chapter has a local blog that reports events and activities in the region, in addition to providing resources and opportunities for communities to get engaged at the local level. LATISM holds a conference annually that includes keynote speakers, workshops, and panels on a range of issues and topics that fit into their main pillar themes of Technology, Education, Health, and Business.[2]
#LATISM
The hashtag "LATISM" is used on Twitter as a way for users to categorize their tweets relating to Latinos in Social Media.[3] LATISM holds weekly Fiestas every Thursday at 9 p.m. EST. Each week has a theme where anyone can participate in the discussion by using and following the LATISM hashtag.[2] The Thursday night Twitter discussions are so popular that several major brands and corporations are using the LATISM hashtag during the Thursday night time slot, as well as on a regular basis. Univision and FoxNews Latino are examples of organizations that consistently use the LATISM hashtag in their tweets.[4]
LATISM also works to increase awareness among corporate brands, NGOs, and government entities about utilizing social media as a tool to reach Latinos. Partnerships between the organization and other agencies include research, sponsorship of events, and leadership training.[1] As a result, many of these partners use the LATISM hashtag or a variation that includes the brand or corporation's name in it. This has been a source of controversy and has resulted in criticism of the LATISM organization. When the McDonald's New York Metro Nutrition Network partnered with the New York City chapter of LATISM for a Twitter event, many members criticized LATISM for straying from their mission statement. The use of herbicides, pesticides, and hormones in McDonald's products, in addition to the unsustainable environmental practices and allegations of indigenous communities being displaced over land rights, does not fit in with LATISM's focus of Health, Business, Technology, or Education pillars.[5] Toyota has been a long time sponsor of the LATISM annual conference and has recently released a new Twitter handle @ToyotaLatino.[1] According to Toyota, they are the top brand among Hispanic vehicle buyers in the United States. Some members argue that corporations are only using the hashtag as a way to reach new customers and markets and their actions and sponsorships are only driven by economic and capitalist values.[5]
References
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