I thought of the film “This is Spinal Tap” when seeing an article today on eMarketer.com titled, “Mobile Plus Social Equals Opportunity.” While the focus is on the growing population of mobile users accessing social networks while 
“on the go,” it doesn’t speak to the potential for leveraging the viral quality of social networks to amplify a mobile marketer’s message.
“Marketers are talking a lot about social and mobile and, on a slightly smaller scale, preparing to incorporate both environments into their marketing mix. But since both channels are still evolving, combining mobile and social together puts many marketers into a gray area from both a budgetary and oversight perspective, and programs remain small and experimental.”
Marketers should not get bogged down in discussions of social media as a stand-alone ad channel or one that offers multiple points of access for consumers such as mobile or PC. Instead, consider the challenge of creating “champions” who share your message with their followers, amplifying your call to action way beyond the confines of your opt in list. I am of course speaking to Twitter in this instance. Consider as well that “followers” will tend to have similar characteristics as those who they follow so message relevancy should similarly scale.
You can imagine a time soon when mobile marketers create a segment of customers tagged “social media influencers” who represent access to hundreds if not thousands of like minded individuals within social networks. Those who do will have an advantage over others, much like the fictional musician in Spinal Tap who said, “Well, it’s one louder, isn’t it? It’s not ten. You see, most blokes, you know, will be playing at ten.”
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