Social media applications, including collaborative projects micro-blogs/blogs, content communities, social networking sites and virtual worlds are part of the standard repertoire of communication for many companies. Today, with the creation of increasingly powerful mobile devices have numerous social media applications become mobile and new entrants are appearing constantly. The purpose of this article is to take account of this development, and provide an introduction to the general topic of … Read more »

Social media applications, including collaborative projects micro-blogs/blogs, content communities, social networking sites and virtual worlds are part of the standard repertoire of communication for many companies. Today, with the creation of increasingly powerful mobile devices have numerous social media applications become mobile and new entrants are appearing constantly. The purpose of this article is to take account of this development, and an introduction to the general topic of mobile marketing and mobile social media. Here we define what mobile social media is what it is not, and how it differs from other types of mobile marketing applications. We also discuss how companies make use of mobile social media for marketing research, communications, sales promotion / discounts and develop relationships / loyalty programs. We present four tips for mobile use of social media, which we call the “Four I ‘of mobile social media. Finally, we conclude by providing some thoughts on the future development of this new and exciting type of application.
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Andreas M. Kaplan
Source: Business Horizons
11 pages.
Release Date: 15, March 2012. Prod #: BH466-PDF-ENG
If you love something, let it go mobile: mobile marketing and mobile social media 4×4 HBR case solution