Tue Oct, 2011 by Derek Mehraban
Facebook has been available on mobile devices, but there were always some functions that did not work correctly on those mobile devices. On Tuesday Facebook released the Facebook Platform on Mobile that will allow apps and mobile browsers to fully use Facebook apps.
This will be lucrative for Facebook as they prepare for the coming swarm of new mobile devices after this holiday season. It will also be good news for the social media marketing agency that is advertising on Facebook because mobile users will no longer have limited functionality which also limited the visibility of advertisements and brand engagement.
The other big change with Facebook mobile is the use of credits for apps. Facebook has made its credit system the sole way to purchase apps and items from within Facebook. The new mobile platform allows credits to be accessed while on the go. This will help Facebook with income as mobile users had not been able to purchase credits in the past. There is one catch, however. Apple device users will be unable to purchase credits because it would violate Apple’s policy about purchases within non-Apple apps.
This is all very good news because of the importance for a brand’s presence on social networks. Recent data by Microsoft Advertising and Advertising Perceptions suggests that while advertising can be worthwhile it is more important for the brand to have a presence on Facebook and Twitter. The new mobile integration will help users access the Facebook presence even when on the move.
Maintaining that presence and engagement with communities is difficult, but the ROI is much higher than advertising on the same networks. The new mobile platform will also provide brands with some new tools to target mobile users. Facebook will also probably release some metrics to accompany the new mobile platform. Those metrics will help brands further capture mobile viewership.