Nissan Americas is launching a Spanish-language Facebook page, offering Spanish-language information on Nissan’s vehicles. The reason, according to Erich Marx, Nissan’s director of interactive marketing, is obvious: “Research shows that Latinos – who make up a rapidly growing demographic segment with a high proportion of young people — are using social media to find their voice and engage with consumer brands,” he says. “We view our Spanish-language presence on Facebook as a critical channel for connecting with the Latino community.”

Indeed, social media could prove, in some cases, to be the only channel by which a brand needs to connect with the Latino community.

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