Mobile Social Networks

What are mobile social networks?

Mobile social networks are services designed to connect individuals to social communities using a mobile device or tablet, similar to web-based social networks. 

People use mobile social networks to stay in touch with loved ones and to share experiences, opinions, interests, information, entertainment, and videos. Many brands employ social network platforms for attracting new customers, networking, advertising, brand management, and customer service.

Features of mobile social networks

Specific features characterize mobile social networking services. These may vary across platforms, but in general, mobile social networks include:

• The ability to connect with other users. Social networking services offer at least one method of connecting with others. Some examples include friending, following, joining the same group, or messaging another person through a chat function.

• Content-sharing capabilities. Mobile social networks provide the opportunity to share content with other users. Types of content include text posts, images, videos, news articles, and media links. 

• Open access to join. Some platforms restrict access to invitation-only members, but many mobile social networks allow anyone to join their community upon registering and creating an account. 

• Personal profiles. Users can create personal or business profiles on social networks that include contact information, images, interests, and other identifiable information.

Examples of mobile social networks

Popular mobile social media platforms include:

• Twitter
• Facebook
• Instagram
• Pinterest
• TikTok

Benefits of mobile social networks

When used correctly, mobile social networks provide many benefits to users, including: 

• Staying in contact with others. Social networking allows people to stay in touch with family, friends, and colleagues. Businesses can use social networking services to stay top-of-mind with their customers. 

• Building new connections and relationships. Social networking brings together individuals and businesses. People engage with others who share similar interests and preferences. Companies attract new clients and customers.

• Increasing brand awareness and recognition. Companies and people use social networking and social media sites to promote themselves and raise brand awareness. Whether a personal or business brand, social networking provides numerous opportunities to build brand authority across audiences.

• Proof of credibility. Social networking profiles can be used to validate the legitimacy of an individual or business. Companies may use social networking to demonstrate their products and services. 

Drawbacks of mobile social networks

Users may experience some of the following drawbacks when using mobile social networks.

• Spread of misinformation: It’s easy for inaccurate information to circulate about both individuals and companies across mobile social networks. Misinformation and rumors can cause public relations issues and negatively impact a brand’s image.

• Low return on investment: Maintaining social networking profiles requires time, content creation, and user engagement. When first joining a mobile social network, businesses may see a low return on investment (ROI) until their profile and brand grow.

Mobile social network best practices

Some general best practices should be followed when joining a mobile social network.

• Accurate representation: Social network users should avoid acting as someone other than themselves or the brand they represent. Companies can strengthen their representation and brand recognition by following brand guidelines.

• Audience feedback: Businesses receive valuable insight from customers and prospects through social networks by asking for feedback. 

• Crisis communication plan: Developing a crisis communication plan lets organizations quickly and professionally respond to public relations disasters. Businesses should prioritize building a crisis communication plan before joining a mobile social network. 

Learn more about how to make social media work for your brand with social listening.