Linchi Kwok, Ph.D.

SoLoMo – Social, Local, and Mobile – is not a trend; it is happening right now on this moment. If a company does not have a clear SoLoMo strategy or a mobile-optimized website by now, the company has fallen behind in competition. I am an optimistic person and thus believe many companies have already taken SoLoMo seriously. Otherwise, they have probably been defeated by their competitors who embrace SoLoMo. My real concern is that not every company has an integrated SoLoMo strategy. Often, companies pay close attention to SoLoMo’s effect on sales and marketing. A true integrated strategy, however, must include every facet of business operations into considerations. Yesterday, The Wall Street Journal reported a story that highlighted the SoLoMo’s impact on employee recruitment. According to this report, mobile devices will outpass desktops/laptops and become Americans’ preferred method for accessing the internet by 2015. Among the Fortune 500 companies, 167 (33%) have already h...

A successful social media strategy must integrate three key components: “social,” “local,” and “mobile.” According to a recent special report in the Nation’s Restaurant News, $159 billion of U.S. retail sales in 2012 were influenced by SoLoMo . Over 116 million people own smartphones. In July 2012 alone, 90 million American had accessed retail information on their mobile devices. Additionally, 38% of mobile users opted in to receive location-based promotional text messages and that 18% used a location-based social media app such as Foursqure to check in at a venue. How can any business come up with an excuse of not participating in SoLoMo? The following include some best practices and direct quotes from the report. For example, Texas Roadhouse initiated a “TextUs Loyalty Club” campaign. The redemption rate reached 17% during a six month trial period, much higher than those using other media sources. Nearly two fifth of Pita Pit’s new likes came from smartphone users on Faceb...