Hispanic Social Networking Update – Terra and MiGente
Yesterday Terra announced that it has partnered with MiGente (owned by Interactive One) to cross-market and cross-sell their audiences. It seems that Terra is going to be managing ad sales for MiGente and sharing some content with the site.
This seems like a great idea. Most observers I’ve spoken to agree that Radio One acquired Community Connect, MiGente’s parent company, in order to get BlackPlanet.com and grab market share in the online African-American market as their other lines of business in more traditional media were struggling. MiGente, AsianAvenue, and GLEE were just kind of thrown in there. Those of us who are interested in such things were wondering what would happen to all of those spare non-core parts.
This seems like a good solution. Interactive One found a partner with ad sales experience in the specialized Hispanic online ad market, and who can also provide content on a site that so far has been almost all user-generated. On the flip side, Terra can now sell ad space on a largely English language Hispanic social network that will help it target second and third generation U.S. Hispanics, and help its ad sales teams compete with Batanga’s Comunidad Batanga and Univision’s MiPagina social networks.
Finally, a quick lesson for marketers in being careful about social networking sites and their user numbers. The release says that “MiGente.com claims an audience of about 3.2 million U.S. users.” If you run their metrics on Compete, you get a different story. This isn’t unique to MiGente. Social networks frequently claim everyone who has ever logged in as a “user.” However, only a fraction of those users visit a site every month. When you go to do your social media buys or placements, be sure you get an idea of actual monthly unique visitors in addition to their published user numbers.
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