Chapter Outline: Tweeting in Latin America

Opening
I will show two or three relevant stories that show the importance of the use of Twitter in Latin America.  I will show hashtag stories and explore three sectors that are using Twitter in Latin America: Politics, media and retail.  The purpose is to show that the way and effects that Twitter has cause in this part of the world has similarities/differences to the way that Twitter is use in America.  It is important to show this aspect as more social media start operations in Latin America and as business in Latin America starts adopting Twitter as a tool for their business.

Why This Sector?
I chose the Latin America sector, first because the use of Twitter is just beginning (compare to USA) in that part of the world and more industries and sector will be adopting this tool as part of their business model.  However, in Latin America there are certain aspects to be considered before the implementation of these tools: people communicate different and tools for audience are difference (mobile vs. computers).

Methodology

Technologies use for Twitter (including audience)

Mobil and PC (what is the accessibility of mobile vs PC for audience, do they know how to use these technologies, training availability as a preparation for audience)

Case Study 1: Politics (Marisol Turres as a good example/model to follow and compare with other politicians in Latin America)

Case Study 2: Media (El Universal as a good example/model to follow and compare with other online news papers in Latin America)

Case Study 3: Retail (Jumbo as a good example/model to follow)

Process

Administrative and Audience (barriers, legalities, how to let audience know about Twitter)

Case Study 1: Politics (Marisol Turres as a good example/model to follow and compare with other politicians in Latin America)

Case Study 2: Media (El Universal as a good example/model to follow and compare with other online news papers in Latin America)

Case Study 3: Retail (Jumbo as a good example/model to follow)

Transparency and Trust

Audience needs to trust and in order to do that transparency is needed, but transparency means the same to them than in USA

Case Study 1: Politics (Marisol Turres as a good example/model to follow and compare with other politicians in Latin America)

Case Study 2: Media (El Universal as a good example/model to follow and compare with other online news papers in Latin America)

Case Study 3: Retail (Jumbo as a good example/model to follow)

Conversation/Tweets (cultural relevance)

Analysis of the Tweets (are they conversational or pure marketing)

Case Study 1: Politics (Marisol Turres as a good example/model to follow and compare with other politicians in Latin America)

Case Study 2: Media (El Universal as a good example/model to follow and compare with other online news papers in Latin America)

Case Study 3: Retail (Jumbo as a good example/model to follow)