• December 1, 2011

Vitrue rolled out a new feature on its social marketing platform intended to optimize applications and other tabbed content on Facebook pages for mobile phones. Previously, tabs and apps accessed via tabs on brand pages were not formatted for mobile. The technology, currently in beta, will be available to clients on the Vitrue Social Relationship Management (SRM) platform by year’s end. 

A demonstration video from Vitrue showed how a coupon offered on a client Facebook page would normally look much smaller on a mobile screen. But with new capability, the coupon appeared as it would on the desktop, along with related links and buttons for things like commenting or printing below the coupon image. 

If a mobile user clicks on an app shared through the Facebook newsfeed, they will also see a mobile-friendly version of the app. Vitrue debuted the technology it developed with Facebook at the AppNation conference in San Francisco. In a Wednesday presentation at the conference, Doug Purdy, Facebook’s director of developer relations, emphasized the importance of focusing their efforts on the mobile side. --Mark Walsh