• by Mark Walsh  @markfwal, August 20, 2013

What are the challenges when it comes to fusing mobile and social strategy? Speaking on a Mobile Insider Summit, Renata Nyborg, global director of mobile, Edelman, says brands haven’t done a good job of measuring campaign results in these areas. “You end up doing a lot of diff testing and slowly marching along the way to find out what works,” she noted.

Another problem panelists pointed up is the familiar problem of siloed departments, with social and mobile divisions within agencies failing to work closely enough together. Daniel Odio, SVP, strategic partnerships, ShareThis, said marketers should think of social as the “why,” and mobile as the “how.” In that vein, he pointed to a recent ShareThis study of more than 6 billion desktop and mobile impressions that found people are twice as likely to share content on social networks in mobile as on a PC.

Omar Kaywan, director, mobile advertising, AirG, suggested brands build social layers on top of utility apps to boost engagement. He cited MyFitnessPal as an example of an app that fosters a community among users with social tools and the ability to connect with people who have similar goals.