Cultural Affinity


Note:  I’ve just added the “Habla Espanol?” graphic (above) as clickbait/eye-candy.  Let’s face it, the swipey image-driven socialNet interface really demands visual snazz.

The screen capture of beBee’s international navbar (below) was relevant and informative, but not simplistic and eye-catching enough to be successful as the ‘hero image’ for this article.   It’s “the nature of the [socialNet] medium” …

Deconstructing the environment

One of the attributes that differentiates beBee as a socialNet is its significant international profile.

More than 40% of beBee content is consistently in a language-other-than-English.  

It’s overwhelmingly Spanish or Portuguese (with proportions of Italian & French).  The international disproportion is reflected clearly in the “language preference” attribute of beBee’s Groups. (Hispanic / Latin : 18K, English : 11K, the Rest of the World: 300 total)

The “international navbar” across the bottom of beBee pages is also informative. The first 10 countries listed are all Hispanic-majority nations (the United States is there, too, but heck – They’re not stupid).

LinkedIn has a substantial international profile, as well, though my casual impression is that it’s more Euro/Russia, India/Pakistan, and MidEast – with a fair representation from Japan and EastAsia.

Worth noting:  There are no Mideast  or EastAsian countries in beBee’s “international navbar”.

the UpShot/BottomLine:

beBee specifically mines the Hispanic Nation market

Does beBee have any traction with Hispanic Community markets, such as “Latinos in the US”? — a reasonable framing question

In any case, when the beBee Selfie Squad is on-the-road-and-talking-business, you can bet that the topic is …

Hispanic Market$


in my opinion

Affinity is Community

Community may be linguistic or ethnic or both … or other.  But all socialNets create community  on the basis of some form of affinity.

A successful socialNet embraces community activism.

Here’s an example from my own WayBack Machine (back in 2007):

Interactive One was looking to create Web 2.0 presence targeted towards serving the African-American community.

Interactive One had itself grown out of a successful publishing conglomerate (primarily radio and print) which targeted African American – and later Hispanic – audiences. (wikipedia)

Although the focus of the engagement was to craft a UI that could address the complex needs of a social network, a big challenge was to address the production & administration logistics of the social networking platform & management tool that the client had acquired.

Posted on beBee: 09/21/2016; 0.8K Views, 8 Likes
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