A perfect storm. Mobile and social have converged.

Today, you cannot execute a business social strategy without executing a mobile strategy. According to Flurry, a leading mobile analytics provider, social networking accounts for 32 percent of all time spent using mobile applications, second only to gaming. Mary Meeker from KPBC estimates that by 2013 there will be 800 million social mobile users worldwide. According to Twitter, over 40 percent of Tweets are composed on mobile. And Facebook, with more than 250 million mobile users, reports that people who use Facebook on their mobile devices are twice as active as non-mobile users.

You cannot support social business without supporting mobile. Your shared content, web presence and communication strategy need to be focused on the mobile user.

The Content Economy

The engine that drives social business is in-bound marketing. Over 30 billion pieces of content are shared every month on Facebook alone. For business, the opportunity is to generate compelling content people want to read and share. Content generally comes in two forms: web pages and documents.

Web pages need to resolve on mobile devices. However, most organizations are challenged to support this key requirement. As I have written before, 97 percent of organizations launch mobile websites using a different domain from their primary website, whether “M Dot” or another designation. Because the primary website and mobile solution use different domains, a web page shared on Facebook or Twitter will often not be optimized for mobile.

In order to truly support in-bound marketing and user expectations, marketers should maintain one URL for every web page and display the content contextually for a mobile device or a PC visitor. If mobile and PC content have been separated onto different domains, the web server should forward mobile users to the correct version of the page for their device.

Sharing documents raises another set of challenges for mobile users. In an ideal world, all of the content used in in-bound marketing programs for social media would have a web view optimized for phones. However, the reality is that many forms of content, such as white papers and financial information, originate in a document format. When sharing documents via social media, it is best to use the Adobe PDF format over Microsoft Word or another document type. E-readers, such as the Amazon Kindle app and Apple iBooks, read PDF. Moreover, a PDF can be stored in the reader’s library, ensuring the content can be saved and accessed at any time.

Increase Mobile Conversions

There is an art to mobile conversion. Getting people to fill out a webinar registration form or purchase a product from their phones may be a challenge, but supporting mobile conversions is critical for in-bound marketing, out-bound email marketing programs, and social media campaigns.

In the mobile era you need to rethink conversion.