While preparing for a panel on social media recently I was surprised to NOT find any authority that labeled mobile as social media! I found authority on what social media isn’t, which is monologue broadcast one to many, and what social media is, which is “many to many”, but then where does mobile sit?
By the definitions above it seems,at first glance, that mobile might not be social media since tactics such as SMS alerts are ‘one to many’. The use of mobile in any marketing campaign is to boost and compliment traditional channels such as Print, Web and TV. Interacting with traditional media, in a 100% opt-in environment is a key element to mobile, and which turns traditional advertising into an engagement, rather than a one-way communication. Recently Hooters ran TV commercials about, what else, hot wings! (Tasty little buckers they are. . .). The commercials ran with graphics at the bottom of the screen inviting viewers to learn more about the Hooters Mobile Club. Users were asked to text the keyword WINGS to the short code and receive Free Boneless Wings by joining the Mobile Club. This social media component to a traditional one-way ad increased sales by 32% according to Hooters! (See full article here.) I haven’t seen the commercial and can’t find it! If anyone has it please send me a copy to post!
So is mobile social media? Absolutely, no doubt about it. If the premise behind social media is to engage and have a many to many feel then mobile is a key vehicle.