My spirits were raised this afternoon when I saw this Business Journal headline:

Phoenix Suns launch Spanish-language website

Reaching out to the Spanish-speaking community is something to be encouraged.

But my initial reactions to this story were:

1. Why launch it mid-season?
2. How will the target audience react to content that’s simply translated from the English site?

The site itself is disappointing – not at all ready for prime time. With the exception of a few lead stories, most of the links go to pages in English – and a few go nowhere at all.

This effort smacks of the “bright, shiny object” approach – someone deciding the team needs a Spanish site without taking the time to consider what would be needed to do the job right.

Three years ago, the Suns made news during the SB1070 controversy by pointedly wearing uniforms bearing the words “Los Suns.” And then … not much.

I can’t say it enough: If you’re going to launch or modify your company’s online presence, make sure you think it through. Identify the target audience and what it wants. Choose the right platform. And remain engaged. That’s what puts the “social” in social media.

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Tags: Business Journal, Los Suns, Phoenix Suns, SB1070