in the square

It may be hard to believe, but the fact is that the Latino experience in the U.S. now spans more than four generations. In effect, because of this longevity, Latinos could (and should) be considered a regular and integral part of the American mainstream.

Research keeps pointing out that Latinos are early adopters of technology and highly engaged in social media. Learning to use these tools effectively is a necessity for today’s brands. But take note: despite such a long history as part of the U.S. population, it is still not common for brands to effectively engage long-term with the Latino population. And because of this, reaping the full benefits can sometimes be challenging. Social media used effectively can help.

Engagement with Latinos needs to go further than just short-term “buzz” or sporadic engagements. To capitalize on the opportunity and ROI potential of engaging the Latino community, brands need to take on long views when launching marketing initiatives. There is no doubt that, like with any other segment, you can easily create a quick groundswell of activity. But beware the long-lasting impact of engaging and ditching. The Latino community is not a community that takes lightly to being placated, coddled or underestimated. Focus on the fact that Latinos are more likely to engage online than the general market consumer, particularly in ways that lead to product recommendation – as creators of online content, as critics of products and services, and as collectors of social recommendations. Build credible and sustained programs and opportunities in the digital world that focus on encouraging content creation and opinion sharing, both key actions in building recommendations for a brand. This kind of foresight is necessary in securing a part of the nearly $1.3 trillion dollars in annual Latino spending power.

Chat more about Latino engagement and Hispanic WOM with Hugo Perez on Twitter @Newzdude.