According to fourth quarter highlights from Facebook’s annual report, mobile monthly active users of the service were 680 million at December 31st 2012 – an increase of 57% over the previous year. Even more impressively, mobile active daily users exceeded web daily users for the first time ever in quarter four, 2012.
There are many reasons why you should take mobile usage into account when designing a Facebook page for your business. All that mobile app users will see is their newsfeed – and it’s much smaller than on a computer screen. They’ll be scrolling through quickly, so your posts will need to stand out: think exciting content, appealing photos and straightforward messages that stand out from others.
If you’re displaying media or sharing links, use mobile-friendly sites and services such as WordPress and YouTube. Bear in mind that Flash-based sites and media won’t be displayed on all phone models, so keep this to a minimum to ensure that your content is getting as many views as possible.
If your business page is location-based, there are things you can do to ensure that you appear when Facebook users check-in to a location: it’s not all just about proximity. The results that a user will see when they check-in will be based on a combination of their friends’ activity, the number of previous check-ins, reviews and more.
By building engagement on your page and encouraging people to check in when they reach your location, you’ll increase your visibility in searches. And make sure your business details, such as address and opening hours, are clearly visible to increase the chance of converting searches to visits.
Above all, test test test. Make sure you’ve looked at your page on as many mobile devices and operating systems as possible, to ensure that your page is fit for purpose and ready to do its job.
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