Mobile apps should always be considered an integral part of your company’s online and mobile marketing strategy. They are not a separate entity in terms of communication tools with your clients, and they must facilitate interaction and social sharing. These are two main goals which define the reasons for building a mobile app, and it is for this reason that you have to plan for social media integration from the initial phase of planning the features and functionalities of your app.
What are the implications of integrating social media sharing capabilities in a business mobile app? For one, you need to have a secure cloud storage facility where users’ data can be stored. It also means implementing the highest security features in your app, because it will receive and transmit data from a third-party widget (the Facebook, Instagram, Twitter platforms) and will possibly offer people the opportunity to bypass creating a specific user profile on your mobile app.
These are some of the key considerations and benefits of integrating social media sharing into a mobile app:
1. Simplified User Authentication
Creating user profiles by filling in form fields is a tedious activity which turns off many people from installing and using mobile apps. On one hand, it is not very comfortable to type with the thumbs, and on the other hand people are not very willing to share their identity with anyone.
Offering the possibility to log in to your app with one of their social media profiles solves these two problems at once. The person who opens the app for the first time only has to tap twice to select the social media profile and to confirm the login, and they feel secure that their online identity is protected by the security guarantees offered by the social media platform.
2. Connect with Users through Their Friends
When you invite people to install your mobile app, your conversion rates will be average. As we have previously discussed, the mobile app world has matured; people have lots of apps installed on their phones and at some point they will start rethinking the need to keep them in order to free up storage space for photos and videos taken with their phone camera.
However, if they receive an invite from one of their social media friends to try an app, they are more likely to do it because the app already comes with the validation offered by a trusted source (the respective friend). How does this type of invitation work? First of all, you need to have social media integration embedded in the mobile app. When one of your users takes an action, they should be prompted by a message to invite other friends to join them or at least to share their action on the social media.
This type of integration is very useful when you organize public events, such as exhibitions, business fairs and conventions. Your app users can connect with their social media friends, invite each other to attend, and connect with each other during the event.
3. Social Shares Boost Your Brand Exposure and Reach
Whenever people solve a quiz, win a contest or make a purchase using your app, they should be able to share this on their social media pages. In this way, they are able to find a way to communicate with their friends and let them know what they have achieved, and they can invite their friends to use your app and enjoy the same benefits as they did.
Given the fact that most people browse their social media accounts using a smartphone, it is very easy for them to complete a friend’s invitation and install your app without switching devices.
4. Get Supplementary Analytics Data
By integrating social media into your mobile app, you obtain lots of additional information about your users:
- i) how frequently they share content on the social media
- ii) what type of content they typically share
- iii) the pattern of their social media activity
This supplementary data will help you improve and refine your social media marketing activity and social sharing plan.
These are just four reasons to determine you to opt for social media integration in your mobile app. It will mean increased expenses for building and maintaining your app, but it will bring you considerable benefits in terms of an increased number of users and a higher conversion rate.