Beware: Facebook might just break your mobile social campaign

Posted on: June 23, 2011

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:

Leave a Reply

Fill in your details below or click an icon to log in: Logo

You are commenting using your account. Log Out /  Change )

Google photo

You are commenting using your Google account. Log Out /  Change )

Twitter picture

You are commenting using your Twitter account. Log Out /  Change )

Facebook photo

You are commenting using your Facebook account. Log Out /  Change )

Connecting to %s

This blog is about utilizing and optimizing the social web for business, pleasure and social change

My tweets

Error: Twitter did not respond. Please wait a few minutes and refresh this page.

Enter your email address to follow this blog and receive notifications of new posts by email.

Creative Commons License
This work is licenced under a Creative Commons Licence.

The views in this blog do not reflect that of my employer