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A Digital Equation: If Mobile = Social & Social = Mobile, Then Solve for Success

Posted 6 November 2013 7:30 PM by Ashley Twist

Mobile is social and social is mobile. Confused? Let’s take a step back and think about that statement for a second. Mobile is social. Mobile devices are used more frequently to access and share content across social networks. Social is mobile. Users want to share and connect with their network while they’re engaged in activities. The two are inherently united, and the tie continues to grow stronger as consumer behavior shifts to a mobile-first mentality. 

Mobile users are sharing everything from pictures to their locations, and the most popular social networks continue to see more users accessing their platforms via mobile. Facebook reports 101 million daily mobile users and states that 78% of U.S. users are mobile. 60% of Twitter users access the platform via a mobile device. Mobile-only social platforms, such as Vine and Instagram, have grown exponentially in 2013, with more than 40 million photos shared on Instagram daily and five Vines shared every second on Twitter. So if we know that your consumers are using social on mobile, how can you effectively reach them? 

 At Engauge’s DIG Day in early October, David Spiegel of BuzzFeed said that social is the new starting point, so brands should think about social as a conversation rather than a campaign. More than ever, brands have the opportunity to get in consumers’ hands to reach them at key moments. But simply being there isn’t enough. The opportunity is both in showing up and in serving up relevant content. Because we already know that consumers access social networks and share content via mobile devices, it’s imperative to extend your brand across multiple platforms. You have the ability to speak directly to consumers, but you also need to provide them with a forum to reach you when they want, where they want, and how they want. Consumers expect everything to be available across screens and platforms, so brands need to think mobile-first. If you neglect mobile, then you abandon at least half your audience. 

The other challenge for marketers lies in creating compelling and shareable content. Brands often approach agencies and ask how to make something go “viral.” Not only does that make us cringe a little bit, but also it’s nearly impossible to answer that question. There is no formula for virality. Instead of trying to solve for shareability, brands need to reassess their content strategy and think about what type of content will elicit a reaction in people. People share content they identify with, so the key to success is putting a new lens on content strategy and letting the shares come organically. Be real, be true to your brand, and be accessible. 

So let’s recap: Social = Mobile and Mobile = Social. Content is the critical piece to the equation. Success is creating and fostering relationships with consumers who care about your brand and will willingly share your content. So make sure they can do so on any platform and device. Any questions? 

  *Ashley is a Senior Mobile Innovation Strategist at Moxie.

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