Brazil was named "the social media capital of the universe" by the Wall Street Journal. Brazil is a country that has a lot of potential for social media. According the the Wall Street Journal, "Twitter Inc. says Brazil has become one of the micro blogging company's top-five active user groups...People in Brazil are spending increasing amounts of time connected to social-media sites. Globally, the average time spent on Facebook dropped 2% to 361 average minutes per user per month by September 2012, compared with a year earlier, according to comScore research." Brazilians are very into keeping up with social media, even more so than the United States.
Part of the reason Brazil thrives more than the United States in the social media world is because Brazilians are much friendlier than Americans. According to Alexandre Hohagen, vice president of Facebook's Latin America division, "In Brazil it's common for someone to start talking to you in the elevator or in a restaurant just to start a conversation." This is something that is not as common in the United States, Americans keep much more to themselves. This helps the social media sites thrive in Brazil.
According to Social Media Today, "In many ways, Brazil is the ideal target for social media marketers – with a young, socially-connected population who are happy to engage with brands. While Facebook use reaches saturation point in North America and Europe, it’s still growing fast in Brazil." This means that social media sites are targeting the Brazilian culture more than any other country since this is where they have the room to expand and grow.