The Latino population is a demographic that politicians cannot ignore. Latinos are densely populated in some of the country's most politically influential states and metropolitan areas, including almost 5 million in Los Angeles, CA, and roughly 1.5 million in both Harris County, TX and Miami-Dade County, FL. 

Speaking at the Gov 2.0 Expo on Tuesday, Armando Rayo of Austin, TX, vice president for engagement at Cultural Strategies, Inc., said that social media is key to reaching Latinos, but that any social campaign needs to go beyond just the language and also address Latino culture. 

"What Latinos hold dear is not their language," Rayo said of the expanding ethnic group that currently makes up roughly 15% of the nation's population, "but their culture, experience and traditions." Simply translating existing text into Spanish is not enough to connect with Latinos. Rayo stressed the importance of creating unique social media campaigns that will engage Latino communities.

Among the character traits Rayo used to describe Latino culture and how Latinos interact with one another are: respect for authority and power, intimacy, social harmony and "recognition of others as human beings" through small talk and strong eye contact.

He also outlined the predominance of female Latinos in business, or "mujer power." By 2004, this segment of the population owned more than 500,000 companies in the United States, generating $44.4 billion, he cited.

And Latinos often share their opinions with one another. Eighty-four percent are likely to warn others about problems with services or products, according to a 2008 Burson-Marsteller study. This presents a compelling audience for social media networking, particularly when combined with the increasing number of Latinos who have home broadband access -- 76% in 2008 up from 63% two years prior.

"Social media is a natural segue for Latinos," said Rayo, who himself is listed in Austin Social Media's Top 100 list, adding that they are "social creatures, and gregarious, and love being together."

Any social media campaign directed to the Latino community should accommodate these cultural traits directly, Rayo said, but not necessarily in its entirety. He referenced a Dr. Pepper commercial in English in which the characters heard different types music when they opened a can of the soda. One of the songs was Hispanic, which would instantly appeal to a Latino audience, he said.

"Sprinkle the essence of a message that captures the attention of Latinos," he offered. "A commercial can be in English, but with one person who looks like them, or one word of phrase to catch their attention." 

It is important to consider Latino culture by creating new content for a media message, not simply translating English text. Many English idioms can easily be lost in translation, Rayo said, such as the phrase "getting your ducks in a row," which would not make any sense in Spanish. 

Latinos: 'They're here!'

But social media must only be a part of an overarching campaign to reach Latinos.

"There is not one specific place to start," Rayo told OhMyGov.com, stating that it does not matter how one begins engaging Latino communities. "But allow interaction to get offline."

"Often politicians have faces, but no interaction," he added, emphasizing the importance of a multi-layered campaign. "Provide acknowledgment that you're in their sphere. . . . You have to take steps towards engagement at the social media, traditional media and grassroots methods."

From 2000-2007 Latino families supplied more than half of the national population growth, according to a 2008 Pew Hispanic Center study, with roughly 9.2 million births in this decade -- the first time this number has surpassed the total number of Hispanic immigrants.

By 2050, Latinos will comprise 30% of the U.S. population.