Luis Miguel Messianu from ALMA: We Hispanics were the original social network

In the light of the enormous amount of information and options consumers are exposed to, brands are forced to generate more creative social media strategies than those which simple aim to be present and pour their content on the different platforms.For Luis Miguel Messianu, CCO at ALMA, companies’ true challenge is to generate and participate in conversations in an organic and genuine way: “consumers rarely talk about brands, they talk about their lives. If brands manage to integrate without being exclusive, they may be successful”, he assured.In this sense, Messianu told PRODU that one of the main mistakes brands make is to create monologues instead of dialogues, when actually “control is in the hands of consumers”.From his experience at ALMA, he confirms that there aren’t any “recipes” when it comes to being successful on social networks, because each brand has different characteristics, however, he mentions State Farm Latino´s Facebook page as a success reference.According to the executive, Facebook and Instagram remain on the top of the social network preference of US Hispanics, highlighting that this group also has a particular advantage in digital media: “We Hispanics were the original social network before the term was used. Consumers, particularly Hispannials, do not distinguish between the analogue and the digital world, we simple live and part of our lives are online”.