Sensis Enlisted to Manage State Department’s Spanish-language Social Media

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Agency providing strategy and content for department’s Twitter feed for now

WASHINGTON, D.C. (October 13, 2020) — The Department of State (DoS) has selected Sensis to provide comprehensive social media services for its Spanish-language channels. Sensis will work with the Office of International Media Engagement (IME), Bureau of Global Public Affairs (GPA) to strategize, manage, moderate, and create content for its Twitter feed, @USAenEspanol to amplify “U.S. government messaging in Spanish with visually interesting and dynamic products that leverage U.S. Government-produced content,” according to the statement of work.

“We’re very proud to be part of the State Department’s mission with this incredibly important assignment,” said Sensis founder and Chief Strategy Officer José Villa. “Communicating in another language involves much more than translating. Written proficiency in Spanish and having a team of Latin America-born social media executives was instrumental to winning this account.”

The feed is used primarily to represent U.S. foreign policy to journalists, digital influencers and the public. Sensis is developing video and visual content for distribution to journalists and directly posting government-approved text and video content at @USAenEspanol, which has more than 357,000 followers. The contract has the potential to include platforms like WhatsApp, YouTube and Facebook.

“We work very closely with the State Department to ensure we are aligned on the messaging that goes out every day,” Sensis Account Director Tzatzil LeMair said. “Foreign press are using the feed to generate stories, so we share the ones that would be most relevant to our audience. It’s that understanding of the audience, coupled with our extensive experience working with the federal government that helped us secure this win through a competitive RFP process.”

The contract is in its first year with four one-year options.