Mobile phones have become the ubiquitous gadget which is like a shadow with all of us. As techno logy is improving and we are going from 3G to 4G especially in the developed world, mobile are increasingly used for social networking.
Recently, Advertising Age reported on the 400% surge in mobile video uploads to YouTube, attributed to the new iPhone 3GS. Beyond the implications of what that may mean for the value of ad inventory on YouTube, one thing is apparent: There is an inseparable link between social media and mobile devices.
As the capabilities of these devices expand, we can expect that updating social-network sites via mobile will continue to increase and may eventually even surpass the wired web. Social networks like Twitter and Facebook are remarkably dependent on mobile access for the value they provide to their users. Many may also argue that mobile status updates are, by their very nature, timelier, more relevant and potentially more interesting to their readers.
Every major social network offers its users a range of mobile services, from mobile web access to downloadable mobile applications. Although consumers with high-end devices may be the primary users of these mobile services, some social networks also offer a number of SMS-driven features that allow consumers to stay engaged by text, even on low-end mobile phones. This represents a big opportunity for brands to maximize their efforts and move consumers easily between their mobile and social media experiences.
While social media campaigns are becoming more common, we often see that when agencies and brands begin their engagement with social networks, they act as if their entire audience is on a computer — the mobile aspects of social media are frequently neglected. And the reverse can also be said about many brands’ initial mobile marketing efforts: They often neglect to effectively integrate the power of mobile social-media elements (even when these elements already exist) to further engage consumers and fans of the brand.