When the term “Web 2.0” became popular, it meant an Internet that was much more than unlimited information living on millions of websites. Instead, Web 2.0 meant, in large part, a web, or Internet, where people meet to discuss and share all kinds of information and opinions. In other words, Web 2.0 meant the rise of social media.
Now, you can already say goodbye to Web 2.0. It’s over. Here’s why. For starters, we don’t use the term “web” anymore. Now, we’re just talking “Internet.” Here’s a second huge reason: nearly everyone has a smart phone. In typical Internet speed, everything’s changed again. So welcome to (my name for it) Internet 3.0. Here’s a vital case in point: the intersection of Facebook and smart phones.
To understand just how massive a change has come with Internet 3.0, you have to grasp fundamental facts about Facebook, facts about smart phone use, and then consider what the intersection of the two means.
Let’s start with “Facts” about Facebook. “Facts” deserve quotation marks here because the exact statistics regarding Facebook are subject to some dispute and interpretation.
Facebook reports two core stats: Monthly Average Users (MAUs) and Daily Average Users (DAUs). Let’s set aside MAUs to help satisfy skeptics. Consider daily average Facebook users in the United States (never mind the whole world). Facebook reports 128 Million DAUs in the United States. That’s a lot of people, roughly a third of all the people in the U.S. using Facebook every day.
Now, consider the intersection of Facebook and smart phone use. Facebook reports 101 Million DAUs on mobile devices. Imagine a hundred million people in the U.S. using their smart phone/mobile devices, every day, to log onto Facebook.
Even more telling are surveys about how these people use Facebook. Tens of millions report they don’t even get out of bed before they log onto Facebook. When they wake up, the first thing they do is grab their smart phones and log onto Facebook. Tens of millions do the same thing just before they go to sleep.
What does that mean for small organizations? Here are some answers, starting with the easiest steps first. For starters, if your organization has a Facebook page, make it smart phone friendly. Obviously, your profile picture must promote your brand. That profile picture’s going to be small on a smart phone, so make sure it’s a good one. You’ll also entitled to a cover photo, of course, so make that count, too!
Next, make posts short and concise. That makes them smart-phone friendly. Then be sure to provide a phone number that works for touch-to-call. If you’ve got quality video that promotes your organization, use it. Not everyone has video.
Now, here’s an interesting stat – in one survey 76% of people said that their smart phone site browsing included looking up when you’re open for business. Make sure your hours of operation are easy to find.
Then, too, the Facebook app has a few features you might be able to take advantage of. One is “check-in” and another is event scheduling.
Once you’ve completed this routine smart-phone optimizing, test your Facebook page using both an iPhone and a Droid (at a minimum). Your field testing here should involve two steps. First, look at your Facebook page using your browser. Then, because Facebook’s app is enormously popular, check out your Facebook page using the app, too.
Next, face up (pun intended) to the fact that Facebook users, smart phone in hand, don’t limit their browsing to Facebook. Make sure your website is a responsive site, a.k.a. smart-phone friendly. The intersection of Facebook and smart phone use doesn’t mean that your only chance to reach your target market is through “Facebook mobile.” What it does mean is that Facebook, as the leading social media site, is just one way people can start out mobile and wind up on your website.
Lastly, get a grip on reality. Facebook’s user numbers are stunning, and yet Facebook remains just one of many social media options. According to a Pew Research Center report released in August, 2013, 72% of online adults use a social networking site.
Facebook fanatics sometimes forget that YouTube, Twitter, LinkedIn, millions of blogs, Google Plus, Pinterest and other social media channels have significant users groups. Don’t focus exclusively on “Facebook mobile” at the expense of some other social medium that might provide you with an even better way to reach your target market.
Bottom line, Internet 3.0 means that whatever you’re doing or planning to do with social media, you have to take the time to make it smart-phone friendly. Otherwise, your prospects and customers might hang up on you. Say hello to Internet 3.0.