Some things just go together, like gin and tonic, or public holidays and improbably inaccurate short range weather forecasts, or jam and cheese (try it, you might like it). Another is a social media strategy and a mobile strategy.

Over half of activity on Twitter (and one third on Facebook) is read on a non-desktop device. It’s a good bet that the Like or tweet about your product or company was either sent from a mobile or will be read on a mobile, rising to a near certainty if it’s viral sharing between individuals.

So what? Imagine if you were running a traditional marketing campaign and half your ads were accidentally written in a foreign language… the cut-through rate would be pretty poor. Worse, if everyone else in the market did the same thing then you would probably be performing at industry average, which makes the problem invisible. So it’s important that, after going to great lengths to get that social strategy off the ground, you deliver people to pages that can be read easily on their device… making them wait 20 seconds while you send them the full 1MB desktop web page that’s then scaled into illegibility is unlikely to boost conversion.

Sites like eBay understand this. The pages most likely to be emailed, Liked, tweeted are mobile optimised, making the journey from a friend’s recommendation to a product purchase pretty seamless. By sewing together social and mobile you can make every click count.