Dania Santana of La Familia Cool: When people write about their frustrations on a social network and get no response, they feel that brand doesn’t care about them

The stars of Hispanicize 2013 were undoubtedly the bloggers, the reason PRODU buttonholed Dania Santana, creator of the La Familia Cool blog, to ask for her comments on brands and her impression of this year’s Hispanicize.“Being at Hispanicize for me as a blogger has been important. I believe it’s an excellent conference for establishing relations, for sharing ideas with brands and helping brands get to know us bloggers and find out about what our work can mean to them” Santana said.Asked about the recognition bloggers are getting these days, Santana said that “the blogger boom was only to be expected, because Latinos in the United States are one of the groups most involved in social networking. It was a question of time before Latinos realized they could publish what they think”.As for the brand/blogger relationship, Santana believes “the fact that brands are involved in blogs is very important because social networks are here to stay and are a means by which people can very directly either promote a brand or destroy it, so that using blogs – in this case blogs in Spanish – can give the brand a much more personal approach to the Hispanic market”.“These days people really vent on social networks, they share with followers their experiences, good and bad, so that brands that don’t get involved and have no one to answer their needs can be discredited. When people write about their frustrations on a social network and get no response, they feel that brand doesn’t care about them” she said.