Here at Gold Mobile we’ve been discussing what a Social Media Manager is and what the role encompasses. We’ve found that the traditional definition, if you can call it that, is changing exponentially with the increasing use of mobile devices by consumers.
As a company specializing in mobile marketing platforms we’re particularly aware of reports regarding smartphone and mobile social media usage trends. With over 42% of our own traffic and 20% of all web traffic coming from mobile devices1 and combined with reports like this one from the Washington Post on Mark Zuckerberg paraphrasing him in saying that “His hardest job right now is figuring out how to adapt the world’s largest social network to mobile devices.”2 If this information is any indication Social Media Managers need to also be Mobile Marketing Managers; people who understand mobile CMS systems, how and what content is shared on mobile devices, and how that content is seen on mobile devices with screens that are anywhere between 3.5 inches to 4.8 inches (Not counting tablets or pseudo-tablets; looking at you Samsung Note). Not to mention how to sustain branding and relate ROI on different social media platforms who are strictly mobile, like Instagram and Path or widely successful because of their mobile support like Tumblr and Twitter.
Here are 6 things we think a Social Media Manager needs to know:
- Fragmentation: Mobile devices differ more than just screen sizes and browser versions; understanding the differences between device UI/OS and capabilities can mean a great deal in web design and content accessibility for consumers.
- Clever Design: What looks good on a desktop might not scale correctly on a mobile device.
- Information Consumption: Consumer consume information differently on mobile devices. Examples include: pictures with text needs to be viewable without zooming or scrolling and shorter stories with concise information are preferable.
- Mobile Advertising: Advertising on mobile devices through any platform whether its in an app, on a mobile website, or through social media like Facebook or LinkedIn is exceptionally difficult and restrictive.
- Content Sharing: Consumers share information differently on mobile devices than on computers. On a computer a person might post a link to a YouTube video on their Facebook wall, but on their mobile device they might just show the people around them or text it to a group of friends. This makes tracking impressions and shares very difficult if not nearly impossible.
- Social Media Analytics: Tracking information with your social media presences can be difficult when consumers have hundreds of third party apps in which they can choose from when interacting with their social media accounts. This makes relating Direct ROI exceptionally difficult for brands unless they utilize mobile CMS systems and cardless loyalty wallets.
Now does this list complete the whole story? No of course not, we just want to start the conversation, and we hope that you will partake in that conversation with us or between you and others. We’ll of course be listening for great ideas in favor or in contrary, and share them as they arise.
There are plenty of innovations that are coming just around the corner that could change how people interact with their mobile devices and as with every new generation the millennials are adopting social media differently than the Generation before them. The Gen X crowd made and consumed social media on computers, the new generation has always consumed it on mobile devices and will create the next big thing for their tablet or mobile phone in mind and that idea is what drives our thinking in Social Media.
1 “Mobile Devices Now Make Up About 20 Percent of U.S. Web Traffic” by Ina Fried AllThingsD.com
2 “Zuckerberg: The shift to mobile is Facebook’s biggest challenge” by Jon Erlichman and Christopher Palmeri, The Washington Post
3 “In U.S. Smartphone Market, Android is Top Operating System, Apple is Top Manufacturer”, Nielsen Blog