Your humble coauthors stay informed of the latest trends about social media, often by attending events where bloggers, marketers, communication experts, and brands try to build mutually beneficial relationships. At these social-media watering holes, the discussion inevitably turns to the fastest-growing market in America: Latinos. Basically, everybody wants to know how to use social media to engage Hispanics.
However, an interesting theme often emerges that prevents companies and bloggers from truly hitting it off. In brief, companies believe that they are just as important, or even more important, than bloggers when it comes to driving social media. In turn, bloggers think that companies are just along for the ride, and that individual content creators are the real stars of the social-media world. The love connection between bloggers and brands can fray.
Read the entire article at Huff Post Latino.