Recently, Facebook’s user base experienced a major shift in access: For the first time, more users were accessing the site via their mobile device as opposed to sitting down and logging in via their desktop.
This is important for several reasons, not the least of which is underscoring how important social media and mobile marketing has become for businesses to consider.
Real-time, location-based information is something customers are demanding across the board, in all segments of industry. They may not expect you to answer the phone 24/7, but they do expect to get an answer to their question regarding your company at 2 a.m. They want the information now, and here’s the kicker for you: They want to share it with their social networks. That means you need to be thinking about how well you present to that mobile user:
Is your website mobile optimized? Do you incorporate automatic social media sharing options into your mobile website?
Are you taking advantage of mobile-only mediums, such as the hot photo-sharing app Instagram or its video counterpart Vine?
Blending your marketing into mobile and using social media to set it on fire is a recipe that many businesses are using to try and find success.
Some areas though will require some fine tuning. For example, many websites now routinely include social media CTAs: “Click here to share this article with your friends on Facebook!” However, the format for that automatic share will sometimes result in an unappealing, ineffective “share.”
Possibly it is true that a poor share is better than no share, but wouldn’t you rather have that automated share result in a post that has compelling copy and is accompanied by a useful link and engaging thumbnail picture?
The lesson here is to make sure your efforts at marketing include the awareness of how important mobile access is and that sometimes you need to “put it through the paces” to make sure the social automation is indeed the right formula.