It's no surprise that the mobile trend is growing, and it likely will continue to grow in 2012. Here's how to integrate each trend with your social-media strategy.
- Social fashion. The real-time capabilities of mobile devices have made it possible for consumers to leave immediate feedback on purchases and experiences. No, it's not likely that clients will be leaving feedback about their newly purchased annuity. However, you could find comments and feedback popping up about the quality of your seminar or time spent at your client-appreciation event.
- Tag, you're it. From Facebook to Foursquare to Twitter, tagging users in posts has allowed network exposure to increase tenfold. And with mobile devices facilitating real-time tagging, the ability of posts and tags to go viral has also increased. Financial professionals can benefit from this by tagging photos of events, clients and presentations. You can also utilize check-ins to get your organization and brand some network exposure.
- Interactive TV. According to digital marketing expert David Berkowitz, "Almost all mobile Internet users access their mobile devices while watching TV, and most of that activity involves socializing." Financial professionals should capitalize on this fact and interact with followers during financial TV shows. Facilitate an online chat session during a Suze Orman show or while Jim Cramer talks about his "Mad Money."
- Q&A. Mobile apps make it possible to receive instant feedback from local experts. Or, instead of using an app, try hitting the social-media scene and ask or answer questions on forums such as Facebook's "Polls" or LinkedIn's "Answers."
- Putting the me in recommendations. Everyone knows the power of a positive recommendation. Mobile apps such as Foursquare are hitting the nail on the head when it comes to not only showcasing a user's feedback but also exposing his or her check-ins and feedback. (Note: Registered reps and RIAs are not permitted to receive recommendations since they act as advertisements).
These are just a few of the mobile trends that we should be watching for in the upcoming year. It's important to recognize which ones will be most beneficial to you and your brand as well as which ones are off limits due to compliance guidelines. (Business communications delivered via mobile devices must be treated the same way as online communications.)
It's a brave new world out there. As mobile devices continue to proliferate, so, too, do your opportunities to make contact with your next new client.
