As most of us know, the Hispanic population is the second largest and fastest growing ethnic group in the United States, currently consisting of 50.5 million people. I read an article in the St. Petersburg Times this summer that discusses how Hispanic Americans originate from many different countries and backgrounds. Although the universal language for this group is Spanish, it doesn’t mean their tastes and cultures are the same – so we shouldn’t take a “one-size-fits-all” approach when targeting them in marketing and public relations efforts. For instance, you wouldn’t necessarily use the same marketing strategies when launching a new product in America as you would in England just because people in both countries speak English.

Here are some examples of how Hispanic countries differ among themselves:

• Culture – Although many people assume Cinco de Mayo is a Hispanic holiday, it’s actually Mexican – not Puerto Rican, Colombian or Venezuelan. Dia de los Muertos is also a Mexican holiday that many other Hispanic countries observe. However, Mexicans celebrate this holiday by visiting cemeteries where their loved ones are buried, while Guatemalans set themselves apart by constructing and flying giant, decorated kites, traditionally believed to guide souls back to life.

• Language – While most people know that the Spanish word for “friend” is “amigo,” the slang term in some areas of South America is “parcero” or “pana,” and in Central America it can be “pasiero” or “vato.”

• Other – Baseball is a popular sport in Cuba and Venezuela, but not in Bolivia and Argentina, where soccer is preferred.

I’m from Brazil, the only Portuguese-speaking country in South America, and while we are often categorized as a part of the “Hispanic” population, we are actually classified as “Latinos” due to our language differences and historical background. So remember: before launching a major marketing or public relations campaign – or even prior to sending out a press release – faça sua pesquisa (do your research).

Are you aware of any other cultural differences among the Hispanic population that you feel PR and marketing professionals should be aware of?

Vanessa is Costa DeVault’s newest PR team member. She’s from Brazil and will be bringing some Latin “flavor” to the table – and our department.

When I “like” a company … I really like a company – which is why, often times, I’m a fan on Facebook and a follower on Twitter. My feeling is that if they take the time to engage on both platforms, I want to support them as much as I can. But when an organization’s Facebook feed is a mirror image of its Twitter – or vice versa – it makes me rethink my social media loyalty. Maybe it’s the social media nerd enthusiast in me … or perhaps it’s just the PR professional. Let me explain.

As professional communicators, we’re taught to “write for the medium.” Tone, style and format change drastically from one context to the next, so the same should be true for social media. You wouldn’t take web copy and just drop it into a client’s letterhead and call it a press release – so how can a tweet double as a Facebook post?

@’s and #’s mean nothing to a non-Twitter savvy Facebook user … and tweets with more than 140 characters that require a click-through to see the rest? No thanks. This is social media 101 – but all the talk about “integration across platforms” has been misunderstood as a shortcut, rather than an opportunity for brand consistency. (And I’m not alone in this notion – a recent study found that Facebook pages that automatically push tweets receive an average of 70% fewer likes and comments.)

Sure, there’s something to be said for a company that, in theory, wants to engage on both platforms, but simply doesn’t have the manpower or time. But for them, I share a quote that’s more ingrained in me than “write for the medium” – and that is “it is better to be master of one thing than mediocre at many things.”

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Jenni is an account executive at Costa DeVault and lover of all things social media. She’ll like your Facebook page and follow you on Twitter … as long as the content is fresh and different.

National trends reveal America’s growing concern for health and nutrition. As a result, companies have adapted internal values, product offerings and marketing strategies to fit customers’ desire for smaller portions, fewer calories and healthier substitutes. But let’s face it, individual and societal habits are hard to change, and simply offering healthier options doesn’t necessarily translate into lower percentages of obesity.

Miriam Nelson, author of The Social Network Diet: Change Yourself, Change Your World, suggests the effectiveness of community-focused “Change Clubs” as a primary means of encouraging healthy lifestyles among Americans. She advocates the power of social networking — in conjunction with government, schools and businesses — in reducing obesity. Interestingly, research studies observe correlations between people gaining or losing weight and others in their social circle following suit. If one person loses weight, his/her spouse, siblings, or friends are also likely to shed pounds due to shared environments and exercise.

Nelson has successfully established eight community “Change Clubs” focused on adapting the environment and creating a volunteer network to inspire healthy lifestyles. Read more about Miriam’s story in this recent USA Today article and discover how to positively affect your social network. Who knows … you just may gain more friends and lose a few pounds at the same time.

There was an excellent recent article in the Wall Street Journal regarding “Tips to Defend Your Digital Reputation,” which was written by Leslie Gaines-Ross, chief reputation strategist at global communications firm Weber Shandwick. It’s an informative read for all companies about lessons in proactive digital defense strategies. Tips include:

1. Beware, the Clock Ticks
2. Monitor Carefully: Nothing Is Too Small to Ignore
3. Plug the Leaks
4. Don’t Always Turn the Other Cheek
5. Don’t Neglect to Socialize Your CEO

Recently, we challenged local journalists to describe how social media has changed their job description in 140 characters or less. The idea was inspired by this Los Angeles Times article. In this post, we wanted to share some answers from the perspective of some of Central Florida’s public relations and marketing professionals, including:

• Jennifer Wakefield, APR, Director of Public Relations at the Metro Orlando Economic Development Commission
• Carlos Herrera, Manager of Communications at Enterprise Florida, Inc.
• Jennifer Bisbee, APR, President of Bisbee and Company
• Jamie Floer, APR, CPRC, Senior Account Executive at Wragg & Casas Public Relations, Inc.

Do you think being active on Twitter makes you a better PR/marketing professional? Why or why not?

• Jennifer Wakefield: Yes. Twitter is an excellent business intelligence tool.

• Carlos Herrera: Better – Yes. I think using/understanding SM tools like Twitter complements what we do. It’s all about communication.

• Jennifer Bisbee: Twitter sharpens my business acumen. It’s my best professional development tool.

• Jamie Floer: Twitter definitely strengthens my PR skills because it is an active communications tool that is dynamic, evolving.

How has social media made your job easier or harder?

• Jennifer Wakefield: It’s a toss-up. Easier in that there is more info. Harder in that there is more info.

• Carlos Herrera: Easier. It’s been great for getting/sharing info, networking & brainstorming. It’s also a good way to clear your mind on a short break.

• Jennifer Bisbee: Neither. As an insatiable curious student of communications, I welcome SM for all it offers.

• Jamie Floer: SM makes my job not easier or harder but different … PR has changed from static to more immediate, empowering.

Describe your Twitter personality in three words:

• Jennifer Wakefield: Short. Social. Informative.

• Carlos Herrera: Sarcastic, Entertaining, Interested.

• Jennifer Bisbee: Generous. Engaging. Appreciative.

• Jamie Floer: Professional, personal, prolific.

A special thanks to all the journalists and PR/marketing professionals who shared their thoughts in 140 characters.

In honor of Social Media Day, the Los Angeles Times put together a blog post titled “Times reporters in 140 characters.” Inspired by the idea, Costa DeVault challenged the following local journalists to describe how social media has changed their job description in 140 characters or less:

• Matt Coleman, formerly with the Jacksonville Business Journal
• Peter King, CBS Radio
• Mike Synan, WOFL Fox 35
• John Cutter, Orlando Sentinel

Do you think being active on Twitter makes you a better reporter? Why or why not?

• Matt: Better – maybe. More engaged – definitely. It simply gives you a push in the direction of a story, like a background interview.

• Peter: You know. I was pretty good before Twitter! What Twitter lets me do is pass on details I might not have room for in a radio story. And comments.

• Mike: Absolutely! I can now break news the instant it happens and expand beyond the Orlando market.

• John: IMHO Twitter makes reporters better IF they use it for conversation with readers/sources. It shouldn’t just be headline service.

How has social media made your job easier or harder?

• Matt: It’s easier because I can get news out there with just my iPhone. It’s harder, because so can everyone else. Got to make it interesting.

• Peter: It’s tough to serve two masters, and my radio responsibilities ultimately trump Twitter. That said, I totally enjoy Twitter.

• Mike: Easier. Facebook allows me to know my sources and coworkers better. Twitter breaks news.

• John: Social media has made it easier AND harder. Copout? Maybe. Easier because more ears in community. Harder because of competition.

Describe your Twitter personality in three words:

• Matt: Sarcastic yet authoritative.

• Peter: Interesting, fun, personal.

• Mike: Cynical, independent, fair.

• John: Steal from Robert Frost? It goes on. Pink Floyd? Short, sharp, shock. Me? Shameless family man and I’m shameless for my Sentinel and my real family …

Check out next week’s blog post where we ask the same questions to some of Central Florida’s public relations and marketing professionals.

Did you know that …

• Cragslist is the ninth most popular website in America.
• Developing countries are experiencing an expansion of newspapers rather than a decline.
• India is now the world’s fastest-growing newspaper market.

A special  14-page report on the news industry in a recent issue of The Economist titled, “Bulletins from the Future,” is a must-read to gain a global perspective on the issue. The article does an excellent job of summarizing ways people are sharing and gathering information – and the piece has some excellent graphs and figures to demonstrate its points.