Analyst: How Local Businesses Tap Mobile Social Networks

MEDIAPOST — The promise of social networking on mobile devices has triggered a flurry of partnerships and initiatives among handset makers, social networking sites and wireless operators. Exactly how marketers stand to benefit from the growing convergence of social media and mobile, however, remains somewhat elusive. For local businesses looking to tap into mobile social applications like FourSquare, Yelp and Gowalla, at least, Jeremiah Owyang of strategy consulting firm Altimeter Group has outlined steps for tackling this emerging market. These include things like offering special deals via social tools, catering to top customers and allowing mobile users to comparison shop more easily...