Social media is one of the most important communication channels for consumers on the Internet today. In addition to dedicated websites such as Facebook and Twitter, aspects of social media interaction have been integrated into a variety of different websites and services, from retailers to video hosting websites.
Mobile social network
One of the most important trends in social media was the increase in mobile functionality. Web-based social media providers offer a range of mobile services. Demand for this mobility is clearly highlighted in consumer behavior, and Facebook reports that more than 200 million consumers are currently accessing the website on a mobile device.
So far, the mobile social network has mainly focused on the creation of mobile rich media interfaces, whereby the functionality has mainly been restored via mobile websites or smartphone applications. Although these tools have enabled some consumers to access social networks on the go, they cannot satisfy a large percentage of potential users.
The limits of the mobile web: omnipresence and penetration
The problem lies in the relatively low prevalence of internet-enabled smartphones, which is still only around 30% even in the relatively developed US market. United States (NPD, 2010). This means that even in the most advanced markets, more than two-thirds of consumers cannot access mobile social networking services from their main phone.
When you combine this with the relatively low 3G coverage that mobile Internet access enables, it is clear that extensive mobile social networking services are actually so limited that they can reach the largest consumer audience.
The answer to this problem lies in a more consolidated mobile technology: SMS. SMS is actually ubiquitous: SMS is enabled on all phones and the vast majority of users understand and know how to use them. In addition, the coverage of the GSM network that supports SMS is almost ubiquitous worldwide.
One of the main advantages of SMS is its incredible flexibility. Although it is a relatively simple messaging format, the large number of SMS services offered shows that it can be used in a large number of applications. This applies to social media as well as to other industries, since SMS can enable a wide range of functions for social media from any device and from any location.
SMS can be used in a variety of use cases:
The simplest function for social SMS networks is the possibility to update a profile or a social service via SMS. Regardless of whether it is a microblog post, a status update or even a profile change, SMS can be used to enable updates for an online service on the go. The social network is based on short and punctual messages. The format and usability of SMS are therefore suitable for this form of interaction.
One of the advantages of the social network is the ability to access updates from friends and contacts at any time. SMS can be integrated into this process, with page updates distributed across the channel to the subscribers’ phones. These alerts can include updates from selected friends, important changes to friend profiles, or invitations from other users to join a social group.
Content and applications
Content and application sharing is a fundamental part of the social network for many users, and SMS can be used for these formats as part of the distribution chain. WAP-Push SMS enables the easy and convenient distribution of content via SMS, so that users can easily access and install multimedia content on their phones.
For social networks that currently contain significant amounts of personal information about their users, privacy and security are of the utmost importance. SMS can be used as part of a simple two-factor authentication process to improve the security of the login process. When a user signs in to a social network service, a one-time password (OTP) is sent to their registered cell phone number to complete the sign-up process. This ensures that fraudulent users cannot access a service even after they have received the user’s password.
The monetization of social networks was a challenge for many services, even the main players are looking for a business model
effective cash. Any social media provider can
Use SMS as a premium offer for its subscribers
free. For example, users may be asked to pay for regular SMS updates or the option to post to their social networks via SMS.
Virtual gifts are a popular service on many social networks, where users share digital content as gifts for their friends. These virtual gifts can look mobile through distribution via push WAP SMS messages.
The mobile mix
Mobile will be an important part of the future of social networks. The question is how this mobility will be structured. Undoubtedly, extensive mobile access in p will play a role
was to offer functionality to the small but growing market of smartphone users. However, any social media service provider who wants to access the vast majority of users who do not have access to the mobile web must integrate technologies such as SMS into their mobile combination.
This topic is even more compelling when we consider the geographic spread of social media and mobile devices. While most social media have so far focused on industrialized countries, future growth will come from less developed regions where smartphone adoption and 3G coverage are even lower. For these markets, SMS will undoubtedly be an essential part of mobile growth strategies for social media services.