Mobile social media refers to the combination of mobile devices and social media. This is a group of mobile marketing applications that allow the creation and exchange of user-generated content.
Because mobile social media runs on mobile devices, they differ from traditional social media by incorporating new factors such as the current location of the user (location-sensitivity) and time delays between sending and receiving messages. Mobile social media applications can be differentiated among four types:
Mobile social media and business potential
While traditional social media offers a variety of opportunities for companies in a wide range of business sectors. Mobile social media makes use of the location- and time-sensitivity aspects in order to engage in marketing research, communication, sales promotions/discounts, and relationship development/loyalty programs.
Marketing research: Mobile social media applications offer data about offline consumer movements at a level of detail previously limited to online companies. Any firm can now know the exact time at which a customer entered one of its outlets, as well as comments made during the visit.
Business Marketing Analysts have stated that more consumers are accessing social media content today via mobile platforms, especially apps.
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