Most people spend their web time on Facebook and on their smart phones. The two trends of mobile and social are separate, yet inextricably linked. Mobile social network use has jumped 210 percent from 2011 to the first few months of 2012 and shows no sign of slowing down.
Given this, businesses should make the most of their Facebook pages. The classic approach is for businesses to fund two distinctly separate development projects-one for Facebook, and one for a mobile website. This ensures that the company's brand looks and functions optimally on each platform. The downside is this often requires several months for each project when time may be better allocated toward expanding the business.
Another approach is to use static Facebook ad-like landing pages to generate awareness and drive likes. They are certainly easy to generate, but keeping branding consistent is harder and such pages often drive users away from Facebook. In addition, since Timeline went into effect on March 30, brands can no longer promote Like Us or make offers on their main cover page, as the Facebook cover image is now the default.
Go to Your Customers
For some businesses, the solution is a new technology called integrated Facebook mobile microsites. They make it easier and more affordable to go social and mobile at once. Integrated Facebook microsites are a simplified version of a company's website that fits a mobile device screen. Microsites present about five to seven pages of the most important information your consumers would be looking for, such as an about us section, services, promotions, directions, contact form, and maps.
This newly developed integrated social and mobile technology allows companies a develop it once approach to creating a mobile site that will also provide the consistent yet appropriate look and feel on Facebook and on multiple devices.
For example, St. Joseph Hospital in Nashua launched its integrated Facebook mobile microsite earlier this year to offer a physician finder, an about us section, campus maps, contact information, news and events, directions and a contact form to better engage its audience through a socially integrated platform.
The integrated Facebook mobile microsite pulls information from St. Joseph Hospital's corporate website's database. The microsites can also be customized to integrate with event registration, news, and directories-making updating a seamless process.
Regardless of the technique used to build the Facebook and mobile presence, it's critical that companies' sites meet four tests:
Your sites are empowering: Create a targeted experience with your mobile audience in mind so users get the information they need fast and through the method they prefer.
Your sites are accessible: Provide information users need while on the go. It's even better if that is provided without users leaving Facebook and without causing users to navigate pages of tiny print they can't read.
Your sites automate your Facebook presence: Your company website should live comfortably within Facebook-freeing you from worrying about what to post to your wall regularly.
Your sites make multi-channel branding easy: All social and mobile platforms should retain a consistent brand, allowing you to focus on building your community, deepening brand engagement and increasing revenue.
Several years ago the mantra of a marketing executive was branding. Today companies embrace multichannel branding because of the plethora of channels where companies must reach their constituencies. The time has come for executives and marketing teams to embrace the growth of mobile and social marketing and pivot to new and better approaches to an integrated social mobile strategy.
Bill Schick is the founder of MESH Interactive Agency, a full service marketing and web development agency in Nashua. He can be reached at 603.809,4164 or by visiting www.meshagency.com.