Reflection of general observations:

Social media is an essential tool businesses to achieve their goals

The Butchers campaign promotes a new offering while involving the influence of trap-reggaeton artists. Social media serves as the best way to resonate with this target audience and incorporate other tactical ideas.

In the case of Lady Moustache, many campaign examples were centered around general public relations with supplemental support from social media.

Possible motives:

Clients who seek help from and agency are more interested in brand design and web development, rather than social media, leaving social media work to be done internally.
There could be a lack of funds for a social media professional or social strategy for businesses.
There is a possibility that social media is not as emphasized or normalized in Spanish campaigns.

Due to the fact that I only visited one agency, I cannot say there is a lack of emphasis on social media in Spain as compared to the United States. However, I was surprised at the preference for traditional tactics over social media within the studied campaigns.

In some cases, social media is a supporting tactic with other principal tactics

Code-switching occurs with technical words relating to public relations

The interviewees used fusion words that relate specifically to the communications industry

‘Branding’
‘Hashtag’
‘Influencer’
‘Marketing’

These words represent the universality of public relations and social media, and also the fact that technical vocabulary carries very specific meanings.

Less focus on UGC

I did not observe a strong motive to use social media as a means to inspire social dialogue or user-generated content (UGC).

Although the use of social media can intrinsically promote UGC, I did not recognize this as a principal factor within social media strategy.