Study: Social Media Causes Engagement for Minorities

A new study says that African-Americans and Hispanics are more likely to learn about social issues through social media.

Posted: 05/31/2011 03:17 PM EDT
Filed Under Facebook, Twitter


The days of posting paper-flyers and knocking on doors may be over.


Want to know the best way to spread the word to a minority group? Try social media.


According to a new study, African-American adults are the most likely race to support a cause or social issue online, according to the new Dynamics of Cause Engagement study.


Fifty-eight percent of African-Americans and 51 percent of Hispanics believe that online, social networks allow them to get the word out about a social issue or cause, in comparison to 34 percent of Caucasians.


Although social media outlets are not among the top ways all Americans donate money or personal items, African-Americans and Hispanics are the most likely to engage in non-physical causes online. For example, for some that includes joining a Facebook group or contributing to a blog.


All Americans were almost in agreement, however, that e-mails about causes can sometimes feel like spam. Additionally, overall, all Americans believe that everyone can make a difference through supporting causes.


Not surprisingly however, when looking at the history of the Civil Rights and labor movements, African-Americans and Hispanics believe that it is important that their family be involved in causes. They also believe that causes make them feel like a part of a community.


Some of the issues African-Americans and Hispanics were more likely to be involved in, more so than Caucasians, included diabetes, domestic violence, bullying, childhood obesity, Haiti relief and HIV/AIDS.