Page 353 - Social Media Marketing for Dummies

campaign resulted in more than 4 million calls being placed between friends
during the promotional period.
Check out Chapter 19 to see more about how voice search is taking over the
search space.
» Internet: Many mobile devices can connect to the Internet for a wide range of
data-enabled services, including the mobile web, applications, location-based
services that tell you about special discounts or recommend restaurants
around you, content services like streaming video (for example, mobile TV or
MLB games), as well as mobile-carrier-managed portals, such as Verizon.
» Mobile web: Mobile web refers to the experience of browsing the Internet via
the mobile phone — for example, such common practices as going to the
Facebook website on your smartphone and posting a status update. You can
do this using either the web browsers built into many of the smartphones
to visit mobile versions of websites (or in the case of the iPhone, you can
actually see the regular website) or by using specially-created applications
that connect you to specific websites or web services. As mentioned previously,
the YouTube application is the most popular mobile app.
» Proximity spectrum (Bluetooth/Wi-Fi): This refers to the short-range
Bluetooth radio channel and Wi-Fi network capability for connecting to the
Internet. Think of proximity spectrum as technologies that let you connect your
mobile device with others close to you. Typically, Bluetooth is used to connect
phones with wireless headsets and related periphery devices, but you can
also use it to deliver content to the mobile phone, as you can with Wi-Fi
technology. Bluetooth plays a role in social media at live events where you can
send content to the phone and encourage users to share it, whereas Wi-Fi
plays a huge role in that it provides the data network connectivity for mobile
Internet, Internet, and application services.
» Applications: These are software utilities and services downloaded to mobile
phones, and they take many forms. Some are unique to the particular
platform they’re deployed for, such as the Apple iPhone and Google Android.
Applications are incredible ways to interact with social media programs
because of their ease of use and integration into the features of the phone.

Keeping in Mind Mobile Phone Capabilities

There are many paths through mobile devices to engage and interact with mem-
bers of your community, as we discuss in the preceding section. Phones today
increasingly have a wide range of enabling technologies, including cameras, loca-
tion detection, and motion and touch sensors to enhance the experience.

CHAPTER 23 Building an SMM Mobile Campaign 337