Facebook’s integration into Apple iPhone 5’s new software (iOS 6) is a testament to how important social media has become in people’s lives. Having sharability baked in makes sharing easier then ever. The user doesn’t even have to open an app¬—he or she can share a post through Siri without having to touch the phone.
Facebook boasts a strong 955 million active monthly users, and 543 million of those are active on mobile (Facebook, June 2012). Many mobile enthusiasts will claim “yes, but I could do this before.” This is true, but having sharing built in makes it more accessible to everyone, not just the tech savvy or the over-sharing, Facebook addicted.
For clients and marketers, this marks two important milestones: the beginning of real-time communication in the social graph and the birth of transmedia storytelling/news releases.
Society has been more connected then ever for quite some time, but with mobile adoption so high, pushing notifications through Facebook messaging and posts will allow for people to stay connected in real time. This will drastically shift how marketers look at engaging with groups of people versus targeting and approaching the individual—hopefully armed with smart, contextual content.
“Transmedia storytelling” simply means that stories begin in one medium and end in another. A mobile user flowing from an email, to a mobile website, to a YouTube video, to a Facebook post is a quite common scenario. This last step of sharing was somewhat cumbersome up to this point. But now that sharing is simply a quick flick and press on the phone, engagement within mobile can be expected to shift from consumption to interaction—from passive to active. This opens up so many more opportunities for marketers and PR professionals. The devices and interfaces simply fade away to allow the content to thrive.
Some may say that the latest update to iOS 6 is simply a few more features in a long list of tech specs. But for those that have the foresight to realize and understand how this will affect the mobile future, this is a huge, empowering step in allowing individuals to move from consumers to producers, fans to ambassadors.
Patrick Donnelly, Manager, Corporate Development