Page 365 - Social Media Marketing for Dummies

find it. And your site must be searchable so that people can find each other and the
elements of the application. Good user experience goes hand-in-hand with search
friendliness.

Harnessing Mobile to Support Social Media

When considering mobile as part of a social influence marketing campaign, plan
it like any marketing campaign, with a few added considerations.

» Consider how you will support mobile campaigns and calls to action in
other channels.

The mobile campaign won’t be successful in a vacuum — you need to market
it everywhere.
» Take a look at your customer list, and see whether you can determine
how your customers use mobile.
Do they have iPhones, iPads, or other smartphones?
» Consider using a tool that can take advantage of the social graph, such
as Facebook Connect or other existing social networks.
» Plan mobile applications or widgets, but consider more than the iPhone.
How can you support Samsung, Nokia, and other smartphones with your
widget or application?
» Plan for user experience.
Employ usability testing to ensure that everything you develop is built with the
user in mind.
» Do your research first.
Take a look at mobile usage within supporting applications (Facebook Mobile,
Twitter, YouTube Mobile, and Instagram) and integrate where it makes sense.
» Make sure that you have a good-looking mobile website.
It allows users to engage with the brand and with each other.

» Plan for success.
Ensure that you know your objectives — what do you want to get out of the
relationship with people? — and ensure that you continually measure and
report on your interactions.
» Be relevant with your communications and with members of the
community.

CHAPTER 23 Building an SMM Mobile Campaign 349