In a world connected by 140 character messages on Twitter, 6 second videos on Vine, and 5 second Snapchats, it’s critically important to communicate in a way that:
- can be easily seen, watched or listened to on a mobile platform and,
- is congruent with the platform and immediately captures the attention of your audience.
I say this because of the following…
- More than half of the total U.S. mobile population are using their mobile devices to engage on social media;
- 25% of smartphone owners ages 18–44 can’t even recall the last time their smartphone wasn’t on and right next to them;
- Recent numbers indicate that there are about 325 million mobile subscriptions in the United States. The numbers substantially increases when you look at global subscriptions;
- About 71 percent of people in the United States are on Facebook and the total user number climbs well above 1 billion worldwide;
- 600 million of these Facebook users are on mobile;
- On Twitter, about a half billion people are sharing 500 million tweets in 140 characters or less each day with 75% involving a mobile device.
Now here’s a statistic that really blew me away…
- It took thirty-eight years before 50 million people gained access to radios. It took television thirteen years to earn an audience that size. It only took Instagram a year and a half to realize these same numbers.
Mobile is here, real, and taking over social. If you’re not embracing this technology, you may not be around in the next 5 years. Here are several things you may want to know and do…
#1- Communicate in a way that can be easily seen, watched or listened to on a mobile platform
Your message must be presented in a way that loads quickly on all mobile platforms and is easy to read, watch or listen to. Well written and provocative headings and large fonts will allow anyone to read your content on the smartphone, iPad or Google Glass.
Videos with large but limited images and audios (podcasts) with clear and loud audio will make the mobile experience much more usable and enjoyable.
#2- Congruent with the platform and immediately captures the attention of your audience
Your message must be congruent with the tone of the selected platform and shared in a way that entertains and brings value to the audience. It must be outstanding in content and context. It must be so cool that others using the platform will want to share. It must be so cool that it makes your target audience feel a specific and certain way.
Videotaping a static image of your logo on Vine and asking people to click to your site to buy your shoes is not going to get the result you want. Put together a clever and sassy 6 second Vine or 15 second Instagram video of your high heel shoes being used by a female rock climber wearing business attire while scaling the side of a building to get in her office and it just might be provocative enough to get clicks and eyeballs back to your ecommerce site and result in shoe sales.
Your next step to using mobile
Study how top users of each platform engage others and modify your message to accommodate the nuances of the specific platform. What you might post on Instagram is different than the image and message you are trying to share on Pinterest.
Your 15 second Instagram video is going to be different than your 6 second Vine video. Posts on Facebook, Linkedin, and Twitter are all going to be read and acted upon by different types of people so spend time crafting the right and unique message for each platform.
Facts tell while stories and pictures sell so use quality pictures and short stories to help move your mobile audience to engage with you. Remember that people using mobile are usually being pulled in multiple directions at the same time by multiple distractions, so build trust and rapport before asking for the sale. Connect, help, and help some more. That’s the secret to long-term success on the social media platforms in general. This especially applies to mobile.
Here’s something else to think about; Make sure that your website and blog are all mobile friendly. Some sites look great on a desk or laptop but look terrible or don’t work at all on a smartphone or tablet. When this happens people will move on and your opportunity to connect and build a relationship is lost.
You can easily avoid this problem by making sure your website and blog are created on platforms that are mobile responsive. These platforms will automatically display correctly on whatever device is being used to access your information. Most of the major web design platforms now provide this option. I like the mobile responsive premium WordPress themes offered by Studio Press (affiliate link) and use it for this site and also for our law firm website and blog.
The next time you post to your website, blog or social media platform, make sure your message is mobile friendly. Use captivating and provocative headings and keep your content short, uncluttered and easy to read. Tell a cool and entertaining story.
Study the language, tone and attitude of each platform you intend to interact and engage on and don’t be “that guy” that stands out for all the wrong reasons. Model what the experts are doing on each platform and share your own unique content in a similar fashion that works for your product or service.
Make sure your website and blog is mobile responsive so that EVERYONE can benefit from your efforts. At the same time, be flexible and be willing to learn. As these platforms continue to change, you should too. Keep an eye out for new social platforms (opportunities) that can help position and propel your business to the next level.
I hope you find this week’s mobile communication tips helpful. Did you read the post on your mobile device? Was it easy to read?
Please share your comments and feedback today using the box below. Use the comments or connect with me to tell me how you’re using mobile and what’s working for you.
I’m looking forward to hearing from you. I’ll being checking in via my smartphone or Google Glass!