Mediaboss Marketing

Victoria Ransom is founder and CEO of Wildfire Interactive, the global leader in social media marketing software. Victoria and Wildfire will host a free webinar on March 2 at 10 a.m. PT, entitled Timeline for Brands: How to Make the Switch, further outlining best practices for brands in transitioning to Facebooks new Timeline format.

Facebook recently revealed big plans for the mobile platform, for instance, that the new Timeline format for brands will be available on mobile. Facebook also revealed that more than 450 million people use Facebook Mobile on a monthly basis, and more importantly, that mobile is outgrowing desktop use on the social network 2:1.

[More from Mashable: Pew: Social Media Not Yet Driving News Traffic]

For these reasons, Facebook has planned a variety of mobile-centric products, including last weeks announcement that brands will now be able to advertise in mobile news feeds through Sponsored Stories.

These game-changing trends mean that marketers need to get serious about mobile in 2012. Here are three new ways you can build mobile into your Facebook marketing plan.

[More from Mashable: 7 Tech CEOs Talk About Their iPad Obsession]

Timeline for brands is coming to the mobile platform in 2012. When you consider that brand pages on Facebook Mobile have had almost no functionality custom apps havent worked without a complicated hack-job, tabs havent translated, etc. it seems possible that Timeline for brands was launched specifically to enable brands mobile Facebook capabilities.

And since users' Timelines function on Facebook Mobile, Timeline for brands should be equally versatile, giving brands the ability to provide engaging mobile experiences for the first time.

Since nearly half of Facebook users access the site through a mobile device, your brands reach could effectively double if you mobile-optimize your social content. And because users will soon be able to experience the same workflow on their desktops as their smartphones, page managers will now be able to curate an identical experience for all users, regardless of viewing device.

Whether youre building engagement applications in-house or with a social marketing software vendor, make sure the applications are seamlessly viewable across all platforms and devices. Ideally, youll be able to design once and deploy anywhere. That way, you'll avoid messy synchronization issues, duplication of effort between creative teams, and working around multiple content channels.

Read more:
3 Ways Marketers Can Reach Facebook's Mobile Audience