Thursday, March 3, 2011

Are We Approaching Hispanic Social Media All Wrong?

By Jose Villa, MediaPost.

Hispanic social media continues to be one of the hottest topics in the business of Hispanic marketing. More statistics come out every day about Hispanics and how they use social media. A steady flow of conferences, panel discussions as well as interest from marketers and their agencies have kept the space top of mind for the last 18 months. I wonder if all this excitement is missing the mark because we're still looking at the market from the lens of Hispanic marketing circa 1990?

Let's take a step back and think about why the Hispanic marketing industry exists. Hispanic marketing exists primarily for three reasons: Language, population size, and culture.

The Spanish language was the original nexus for this industry, and even today, most Hispanic advertising is in Spanish and runs in Spanish-language media. The size of the Hispanic population has elevated it above other ethnic groups in a country of immigrants -- its population growth continues unabated into 2011. Cultural (behavior and belief) differences between Hispanics and mainstream Americans have created challenges for all series of organizations looking to tap into the opportunity of this perpetually emerging market.

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