Beginning with Apple’s iPhone and spreading even further with Google’s Android, smartphones have made the Internet increasingly mobile. And tablets (the smartphone’s bigger sibling) such as Apple’s iPad, Amazon’s Kindle Fire, and Google’s Nexus 7 have further made the Internet experience mobile. The major social media platforms, including Facebook, Twitter, LinkedIn, and Google+ have been designed to work optimally with a browser on a computer. (Twitter was initially developed to be mobile with SMS prior to the smartphone revolution but has struggled with its app strategy)
All social platforms are currently working to adapt to this new mobile world. This mobile challenge for social media has especially been a focus with respect to Facebook. Since Facebook’s IPO, the financial impact of the change to mobile for social media aspect has created serious concerns about Facebook’s viability. In the New York Times article “Facebook’s Mobility Challenge”, Susan Etlinger of the Altimeter Group called mobile their “Achille’s Heel”.
What does the move to mobile mean for small businesses marketing on the Web and Social Media? There are three immediate actions small businesses should consider:
- Redesign your web site using what is called Responsive Design. Responsive Design web sites are ones that will show up correctly on smartphones, tablets and computers. This is cheaper and easier than building dedicated sites (the old method.) Learn more in the ars technica article “What’s responsive Web design all about?”
- Focus your social media marketing on interaction within Social Media posts. Social Media posts (tweets, status updates, etc.) all naturally flow into the mobile apps as well as the traditional browsers. If spending on ads, focus on items that show up in the posts, such as sponsored tweets and status updates.
- Consider diversifying into SMS marketing. SMS marketing let’s customers opt in to receiving information and special offers via text messages (SMS). With the move to mobile for Internet, SMS marketing could be a nice complement for your overall efforts. Learn more with this infographic “The Power of Text Message Marketing.”
Remember, your web and social media marketing must be on the move!