Social applications, including media joint projects, micro-blogs/blogs, content communities, social networking sites, virtual worlds, and become part of the standard repertoire of communication for many companies. Today, with the creation of more powerful mobile devices, multiple social media applications go mobile and new participants is growing. The purpose of this article is the account of this evolution, and provide a general introduction to the topic of mobile marketing and mobile social media. Here we define that mobile social media, what it is not, and how it differs from other types of mobile applications marketing. In addition, we will discuss how companies can use social media to mobile marketing research, communications, promotions / discounts and develop relationships / loyalty program. We present four pieces of advice for mobile use of social media, which we call the "Four I" mobile social media. Finally, we conclude by providing some thoughts on the future of this new and exciting type of application. "Hide
by Andreas M . Kaplan Source: Business Horizons 11 pages. Publication Date: March 15, 2012. Prod. #: BH466-PDF-ENG
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