Social media is now ubiquitous. Usage of blogs, social networks, and video sharing sites is increasing rapidly, and millions of people now look to social media sites as their primary source of news, opinion, and entertainment. As we witness this dramatic shift from traditional to social media, we believe it's important to examine its cultural dimensions - that is, who is driving this shift, what are the cultural factors behind it, and what are the implications for marketers seeking to reach specific ethnic/cultural groups via social media?
More and more leaders are scared for their business. Not because their products and services are not innovative or relevant, but because they just don’t connect naturally with the changing face of America’s consumers.
Coca-Cola's top stateside marketing executive delivered some auspicious words for Univision and BET this week, saying that targeting "multicultural" Americans will be paramount for the company over the next decade. So-called general market networks may also take heart: Coke's efforts to reach moms -- household decision makers -- will continue to include a heavy dose of national TV, even as the marketer diversifies into other media.