• by David Goetzl  @dgoetzl, February 17, 2011

Telemundo is amping up its focus on social media through a dedicated group in the emerging space. Tabbed Social@Telemundo, Borja Perez, a digital media executive, will head the venture and work with production and ad sales. Initiatives are planned in Spanish and English.

Networks may be struggling with how to accurately measure the impact of social media on ratings, but they are more than aware of its potential. They are also looking for ways to generate some ad dollars from the chatter and activity their content generates.

The Telemundo group will emphasize building experiences using Facebook and Twitter linked with its content, promising a focus on all shows and novelas.

"By leveraging the power of social media with our ability to create original programming, we are able to create a dialogue amongst our 'viewers' ... In addition, our bilingual approach allows the full spectrum of U.S. Hispanics to enjoy their unique identity and relationships with our content," stated COO Jacqueline Hernández.

Telemundo cited figures about significant Hispanic interest in social media: About 54% of Hispanics are on Facebook, compared to 43% of the general market; 11% are on Twitter versus about 5% of the general market. More than 29 million Hispanics are online, Telemundo said.

A general Telemundo Facebook page has 52,000-plus likes, while the network has 90,000 Twitter followers.

Andres Cantor, the famed soccer announcer who just extended his contract with Telemundo, is active on Twitter with some 4,000 followers. Among others, he could benefit from promotional work by Social@Telemundo.