As mobile traffic to social networks grows, how can brands reach this new audience?

Source:  NewMediaAge / www.nma.co.uk / By Sean Hargrave

Ever since MySpace and Facebook launched mobile sites in 2007, social networking has been tipped as the killer app that would get people using their phones to go on the mobile web. With February’s news that Facebook receives 100m visits a month through mobiles, that optimism appears well-founded. Indeed, figures from ComScore suggest a third of all internet activity initiated on a mobile phone is bound for Facebook, with Bebo on 3% of visits and MySpace and Twitter each on 2%.

However, ComScore’s senior mobile analyst, Alistair Hill, believes the huge opportunity this offers the social networks to raise revenue by allowing brands to interact with this massive mobile internet audience isn’t being used. “It’s surprising that Facebook doesn’t have a mobile sales offering,” he says. “You could argue it’s building the audience and refining what it does online first. But it means there’s a huge amount of traffic which isn’t being as well monetised as it might otherwise continue reading

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