You know it, social, local, mobile – that’s where it’s all going (repeat, so|lo|mo). But there is a current disparity between what people are doing on their mobiles (Facebook), what is possible on Facebook for mobile and how most organisations and brands act on Facebook (within pages and custom tabs). This can make mobile social campaigns tricky…
What are people (in the UK) doing on their mobiles?
So what can’t you do on Facebook mobile?
The big thing to remember is that mobile users can’t access custom Facebook page tabs (or applications), even on a smartphone.
Which really rather breaks this clever promotion by Phones 4u, that prompts people to find a password on the back of a New Look changing room door – which you enter on this Facebook tab (built on an app). The tab is impossible to view on a mobile – even if you click a link directly to the app it redirects you back to the wall.
The moral of the story – if you want people to do something in the real world in relation to your Facebook presence – use Places or Deals (or highly engaging status updates). Coca-Cola’s recent use of Places to encourage recycling in Israel is a good example of encouraging real-world behaviour that takes full advantage of Facebook functionality that works on mobile: