Laying in the Cut

According to the Urban Dictionary (which is almost always wrong), the phrase "Laying in the cut," means almost everything except what it actually does mean.  My uncle used to use this phrase. To lay in the cut means to hang back and survey the situation before you make a move.

But what does this have to do with social media and the multicultural audience? Everything if you are a brand or an agency trying to reach this audience. When every bit of data tells you that the multicultural audience is ripe with Innovators and Early Adopters, the tendency is to want to throw money at the next big thing in social media.  That doesn't work for this audience.  Don't believe me? Ask someone at Coke how that multicultural Pinterest campaign is doing.

So here's what, the multicultural audience is definitely filled with early adopters when it comes to entertainment and technology. Social Media? Not so much.  Entertainment and technology are inherently cool. Social Media however still retains a huge nerd factor.

The multicultural consumer is not going to early adopt something that's "whack"!  I don't know any other way to say that.  So, if you are trying to target the multicultural consumer, please do me a favor and lay in the cut.  Don't throw any budget at the latest newest hottest thing.  Use your social media listeners.  Wait to see if thus latest platform is going to have some traction with the audience.  Sometimes, the waiting is the best part.

And...fade to black!