Mobile Friendly Social Media: Marketing to the Smartphone User
When was the last time you checked your social media through your mobile? Pretty recently, if the latest statistics are to be believed.
While laptops and desktops continue to be important devices to many, social media access via a smartphone, tablet or other mobile device has now overtaken these more ‘traditional’ methods. This news will likely come as no surprise to many; 73% of smartphone users access social networks daily, and Social Media Examiner estimates that Pinterest usage is now 92% mobile, Twitter is 86% mobile, Facebook is 68% mobile and Tumblr users are 46% mobile.
A Changing Social Environment
These are numbers too big to ignore, and certainly numbers which should be at the front of your mind when planning a coherent social media marketing strategy which appeals to the needs of mobile users.
Just as the devices being used to access social media are shifting, so too is the behaviour of these users. Ensuring your content is suitable for a mobile audience involves a high degree of adaptation, whether it be for Twitter, Facebook, Google+, LinkedIn or any of the growing number of popular social media platforms.
So how can you make sure your social media marketing efforts are optimised for mobile users?
1. Have a Plan
Users will come to expect a certain tone, and a certain type of content. If you don’t deliver it, they could easily become disillusioned and this can start to impact upon your all-important ‘likes’ and followers, particularly in the case of time-strapped mobile users. An ‘unlike’ is always just a click away…
- Plan ahead and devise a strategy for the kind of content you’ll be posting. Ensure it’s in keeping with your business goals and overall marketing strategy.
- If you’re posting content linking to another location, consider how mobile-friendly the page you are sending visitors to will appear. It may be worth walking yourself through the process on a mobile device prior to posting, to make sure your content is as optimised for mobile users as possible.
- Carefully consider mobile users needs and activities at every stage. Be proactive, as this saves you the headache of trying to correct a mistake further down the line!
2. Keep It Current
Your followers and fans rely on you to help keep them in the know; social media is a great place to help demonstrate that you are at the cutting edge of whatever service it is you specialise in. Your posts should be current, they should be frequent, and they should be consistent.
- Schedule your posts with a tool like Buffer or Hootsuite; this allows you to decide particular times you will be posting content across your various social media content, and keep on top of the results of each post.
3. Consider the Visuals
For many, their go-to idea of what their social media profiles look like is, quite naturally, the desktop version. It’s important to take the time to carefully check what your profiles appear like to a mobile user, particularly if the target audience of your company and content is heavily mobile-oriented. Owners of Facebook Pages will recognize the mobile site as having a vastly different layout to the desktop version, but for all mobile platforms, visuals remain crucial.
- Not only will your brand’s social media presence appear much smaller on a mobile or tablet – meaning elements you thought would have great impact may in fact have far less – but the layout may also become distorted.
- Make sure your header image has a purpose, as it’s the first thing mobile users will see, and takes up a great deal of space. This presents ample opportunity to make a big impact!
- It’s important to ensure your desktop header image on platforms like Facebook, Twitter and LinkedIn still looks good on a mobile device. Be careful with placing text within the image, as this is likely to become obscured in the conversion to mobile. This is particularly true for Twitter.
4. Make it Shareable
Mobile users love to share content. Enabling ease of social sharing should remain at the very forefront of your mobile-centric social media marketing plans.
- Photo and video sharing are among the top activities of mobile social media users, suggesting that social media marketers should consider utilizing more imagery in order to get their message across.
- If people are checking social media on their phone or mobile device, the chances are they’re out and about, and probably have neither the time nor the inclination for reading paragraph upon paragraph of text. Keep your text short and snappy, and save the longer discussion for your blog.
There are plenty of ways to make sure your online marketing efforts are in line with the needs of an increasingly mobile audience. Taking note of the tips on this list should help you on your way!