The Mobile Moment Versus the Social Moment

The Mobile Moment Defined

Speaking at Dreamforce 2014, Forrester’s CEO, George Colony articulated a definition of the mobile moment as, “a point in time and space when someone pulls out a mobile device to get what he or she wants immediately, in context.”

The Social Moment Defined

Socially Savvy defines the social moment as the time when social media becomes mainstream and integral to business success.

Similarities & Differences

Both the mobile and social moments are driven by the notion that the power to influence communication and interaction belongs to the consumer. The consumers’ aspirations, motivations and behaviors compel change in how brands engage and develop rapport with their consumers. The responsibility to provide content at the right time in the right channel and in context lies with the brand.

In the case of social business, and unlike mobile, there is more process re-engineering and learning to be done. Best practices are more mature for mobile as a channel. The social context, science and art are also expanding and evolving, but there is a long way to go before brands get it right.

Key Take Aways

Brands do not have the luxury to wait for consumers to opt into their owned or paid experiences, be that in mobile or across social channels. Earned media will drive the growth and ascension of tomorrow’s brand leaders, and establishing the social business plan and goals today while allowing for learning and evolution are the ingredients to a successful business strategy.