Mobile or Social? Which Poses the Bigger Challenge for Corporate IT?

by Modis on November 15, 2011

Chris Pitre, a social marketing strategist and solution architect for Idea, talks about organizations’ use of mobile devices and social media. He deals with mobile and social strategy with Idea — a sister company of Modis — and studies consumer behavior in regard to mobile usage.

It’s important to make sure that CIOs and IT decision makers are thinking “mobile first” if not “mobile second.” This is because a company’s workforce as well as their clients use mobile phones and tablet devices to work and access their systems, especially on the go. To make the integration of  mobile with current systems happen, IT will have to be involved.

Pitre does not believe mobile is just a fad. He explained how countries with little to no current infrastructure for traditional telecommunications systems are leaping over land-line installation options to the implementation of a mobile phone network.  If a company has a global footprint, it’s vital they ensure their systems are optimized for remote users who only have mobile access.

While many employers might think of mobile activity as consisting mostly of texting and playing games, data shows more than 90% of cell phone usage is for work, Pitre said. Most employees are accessing emails, and work files.  As a CIO or any decision-maker, you have to be mindful that employees are going to become increasingly engaged via their mobile devices.

More and more consumers, employees, and clients are accessing social networks via mobile devices, and marketers have to understand that content has to be digestible through these devices. When it comes to integration of social and mobile in company culture, social experiences the biggest challenge because of the perceived “time away from work” issue. Employers think their employees shouldn’t be on sites like Facebook because it’s a waste of time. This leads to a lot of social initiative setbacks.

To convince company leaders that social is beneficial, Pitre often refers to organizations leading in the social space and how they’re using social media to engage with consumers, employees, and clients. He shows how these organizations use social as a way of driving business as well as capturing intangibles like brand equity which ultimately adds to the bottom line.

Pitre says social media is already an active part of Human Resources and the recruiting process, but the challenge is taking it further within the organization. Unfortunately, many organizations haven’t embraced mobile and social and don’t consider it a priority, but it’s important for companies and consultants to at least have brand presence on social media.

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