Are Mobile Apps Derailing Your Social Media Strategy?

“Jessica is on her phone and sees an interesting tweet from a friend with a link to MTV. But when she clicks on it, she’s taken to a generic, unoptimized mobile Web site, not the shiny app MTV she just installed.”

Social media giants Twitter and Facebook are deeply embedded in today’s mobile ecosystem through SMS, Mobile Sites, Apps/Widgets and OS level integration such as on the INQ1. They are imperative for marketing efforts of big brands. Messages in the stream often consist of a text message accompanied by a short URL linking to media on the web. URLs are always opened in the device’s main browser or an embedded browser in some twitter apps. URLs cannot be used to open applications, even if an application with the content is installed on the device.  As such, the mobile browser is central to consume information pushed through social networks on mobile devices.

Neglecting the Mobile Web for a native App can thwart your Social Media Strategy. 

Mobile Web and Social Media form a synergistic relationship. A brand that understands this will direct efforts to appear as best as possible on all major mobile web browsers. The contradiction we have been noticing is that there are brands with a large social network following, but no mobile compatible URLs, due to their efforts going solely towards mobile application development.  Take MTV for example, with close to 900,000 followers on Twitter and close to 10,000 tweets. They also have a popular application on the Apple App Store. The trouble is that none of their links are mobilized. Any URL in their tweets brings you to a Web site solely designed for the desktop Web with a high reliance on Adobe Flash which is not compatible or does not work well on many mobile devices.

MTV is just one example that illustrates the need for brands to support their social efforts with an excellent, connected mobile Web experience.