According to Nielsen, Facebook is the No. 7 mobile website in terms of reach. About 15% of Facebook users (11 million) in the U.S. regularly access the social network’s mobile web version (not to mention various downloadable versions and the roughly three million users who use SMS).
Facebook fan pages are just beginning to be supported on the mobile web, and hopefully soon on mobile applications as well. Once they are fully supported, that will open up mobile social-media integration opportunities.
Facebook recently launched a new feature for fan pages that allows users to subscribe via SMS. This is a free service that essentially gives any brand with a Fan Page the ability to send targeted SMS updates to their fan’s mobile phones if they have opted into the service. However, only a few brands have effectively used this new feature, and more work needs to be done to actively engage fans with it by including content that is relevant to mobile users.
Twitter is another great example of the power of mobile and social media working together. According to Nielsen, more than 3 million Twitter users in the U.S. alone regularly access the service via the mobile web. Additionally, many consumers are frequently using Twitter through SMS and a range of downloadable mobile applications for iPhone, BlackBerry and other mobile devices. This makes Twitter an easy and seamless way to drive consumers to mobile content.
If you’re already actively using Twitter for a brand, consider how mobile-friendly your tweets are. Also, if your brand has a mobile site and a Twitter account, then why not invite your mobile users to click over and follow your tweets right then and there? Brands can take advantage of this easy integration point.
YouTube is a powerful social network and content site, and by far the most ubiquitous in terms of the number of platforms and devices that it can be accessed from. Even on mobile, there are a number of distinct ways that users can access the full range of mobile content. The native versions of YouTube that come pre-installed on iPhones, Android phones like the G1, and the Palm Pre offer the best mobile user experience. However, the mobile web version is also outstanding, and has well over 4.6 million users that log in many times a month.