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2017 Hispanic Social Marketing Report
HMO ● SOCIAL MEDIA CONTENT
A VIRTUAL VILLAGE FOR WOMEN
The portal still plays an integral role in connecting consumers and brands. Perhaps the biggest audience sought by CMOs with a digital budget and social media marketing plan are Latinas.
Lynn Ponder, creator and publisher of the lifestyle blog WebCityGirls, recognized the thirst to reach this audience at an early stage, and ran with the opportunity in 2011.
Asked to define what her full-faceted portal is, Ponder explains, “I position it as a social media platform that is constantly innovating and moving as quickly as the space is moving, and is serving the online audience with content that is relevant and that has a value.”
WebCityGirls is directed to all women. But, she says, “I always identify with my Latin culture much more than my English side of my brain.”
That’s a cultural thing: Ponder was raised in Puerto Rico, and her mom is Puerto Rican,
In the six years since WebCityGirls has superserved Hispanic women, Ponder has learned that content matters in the infinitely large online world.
“People gravitate to your content because you have something that attracts them, whether it is the story or the fact that people are attracted by my energy,” she says. “You can feel it – the authenticity, the happiness – that’s what people love about it. It is intelligent, and it is fun. That is what energizes them.”
WebCityGirls isn’t a place for Breaking News, with a spin on luring women. She explains, “The news is everywhere. Everyone is competing to be the first, and to be in the same space. What I make for WebCityGirls is what is in the moment, and what is happening now.”
With a national audience and pockets in Latin America and Europe, Ponder will mainly focus her events – as the creator of the #unstoppableLATINAS platform.
This was launched in September, and recently saw a March 27 one-day summit in New York conducted in partnership with a women’s empowerment nonprofit that awards women scholarships to the City University of New York (CUNY).