We're right now creating a site called Election Center: News You Can Use. Our hope is to make it really robust so that not only, say, Rosario starts tweeting about the environment post-election but that her followers look at it and then come for more information about it on our site. And then they get active. Not only did they just read that Congress is about to vote on fracking but now they can go ahead and sign a petition for or against fracking, depending on how they feel, that will then immediately go to their member of Congress. What happens now is that people woo individuals every four years and then they feel like, 'You invited me to the party, but you didn't call me the next day.'

But if you were to ask me what the obstacles are going to be to voting this year, it's not necessarily going to be being registered to vote. It's going to be that a lot of voter ID laws have changed from 2008. So with the Election Center we're going to also give you all the information you need to go to the polls.

When you say that a Latino celebrity is going to be tweeting about fracking, that's not necessarily what people think of as a Latino-focused issue. And if you read anything about Latino voters it's about how there are a lot of different people with a lot of different backgrounds with a lot of different interests. How do you take the broad-brush approach of registration and apply it to the rest of the process?

The media's reaction is always that Latinos' number one issue is immigration. And it's not immigration. It's the tone in which people talk about immigration. All of the sudden, you can be a third or fourth-generation Mexican American from Colorado and not really realize you're Mexican until someone pulls you over and asks you for your papers. That's a catalyst for political awakening. I use that as an example because in the 2010 election [in Nevada], Sharron Angle, who was running against Senator Reid, basically said that her path to victory was to vilify Latinos. A hundred percent of the media she posted was racially tinged. And that mobilized nine out of ten Latinos to vote against her. But they still voted for a Republican candidate for governor. Yes, they paid attention because of [Angle's] tone, but when it came to other candidates they voted on the issues.

The same thing for [Arizona state senator] Russell Pearce, who was the architect behind SB1070. The Latino community galvanized around him and recalled him. But they didn't put in a Democrat. They put in the moderate Republican, someone who was talking to their issues.

When you talk about what mobilizes Latinos most, sadly, it's when you're vilifying the community. But if you talk to them about education and jobs in a way that is not condescending and doesn't end with hasta luego, then you're going to do pretty well. You do have to talk to them in an authentic way. That's what's missing from presidential politics. That's what Mitt Romney is going to be challenged with. He, up to a point, was so moderate. If Governor Romney was running today he would do incredibly well with the Latino community because he would talk about small business and taxes. Latina women, particularly, are the fastest purveyors of small businesses in the country.