This week we continue with our series of posts about influential Latinos doing some unique, innovative and meaningful work related to marketing, public relations and connecting to the Latino experience and identity in the U.S. Community relations is a fundamental piece to truly penetrate the hearts and minds of this audience. Today, it is a pleasure to bring you a brief profile on Las Comadres, a Latina social networking phenomenon, based on conversations with La Comadre Mayor and the woman who powers the network: Nora de Hoyos Comstock.
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By all accounts, Nora de Hoyos Comstock is a friend, an ear, a shoulder and support to her Comadres: even when they amount to 10,000 women all over the country. The social networking phenomenon called Las Comadres began seven years ago in Austin out of a need and desire to connect with other Latinas. The goal, in Nora’s own words was to ’celebrate and preserve culture and pride in who we are and to share information and open doors for each other’. Nora’s labor of love took root in knowing that if she had an interest in connecting to other women in that way, the need was very likely to be reciprocated by women in cities all over the U.S. And so began the word of mouth. And the email list. Because Las Comadres contact each other online, share information, refer each other to jobs: ’I could not do this work if it were not for the Internet,’ Nora says.
Today, Las Comadres boasts 10,000 women of Latino origins, many Compadres (or men who have joined the group by association), located in more than 50 cities and connected via email and monthly Comadrazos, potlucks were members can grow their relationships. And members come from all walks of life but are mostly accomplished, professional women with cultural commonalities.
In the next couple of years, Nora envisions a lot of growth. She knows many more Latinas are looking for a community and she hopes to connect 1 million women — that’s her goal. Her focus will expand to include a leadership-building environment, providing a forum for authors, a connection between entrepreneurs, friends, trusted advice, resources and overall, the same connection based on camaraderie that has spurred the growth of the group today.
Nora and the board of Las Comadres welcome working with community-oriented projects, providing education and even access to her members for the right information. They are selective and protective of this network that’s grown under Nora’s leadership, but is fueled by the passion and energy of many comadres.
The email list always has room for more names. And with Latinas leading in small businesses and the home, we know there is a large universe of women likely to gravitate to a place that offers ‘comunidad’.
As marketers we know just how important word of mouth, community leaders, Latinas and community influencers are to the segment– Las Comadres is the perfect combination of these elements. Even more so when considering many members are bilingual/bicultural Latinas often a difficult to target through traditional means.
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