ImageRecently, I bought my fiancé the Microsoft Surface and he was elated. Upon receiving it, he immediately opened it, charged it and explored its numerous features. However, his excitement was short-lived when he soon discovered one major flaw: the app store.

On the Surface, a number of apps aren’t readily available including Facebook, Twitter, and Words with Friends. Users can access Facebook through Microsoft’s Live.com (or Hotmail.com), but they cannot download a separate app for it. One reason may be due to a conflict between app developers and Microsoft. However, Microsoft can’t resolve this issue, how will this impact social media and the Surface product users?

If the Surface continues to lack major social media apps, they’re likely to lose business to Android and Apple. This is especially crucial for social media agencies that specialize in mobile marketing because they can use this knowledge when they’re developing marketing strategies. Typically, social media marketers concentrate on the content and flow of conversation and they can transfer these tactics to their mobile marketing strategies. However, mobile marketing tactics should revolve around user interactivity.

Every mobile device is unique and every user’s experience differs with each device. Thus, user interface is a significant part of marketing. Tablet users have a larger screen to work with so their experience will differ from a smartphone user with a smaller screen. For instance, tablet users are able to view photos with higher resolution compared to smartphone users. They’re more likely to have a better experience with sites, like Pinterest and Tumblr, compared to smartphone users. Web developers can create functions that enable tablet users to interact with various parts of the site. Users can see a menu unfold or unwrap before their eyes, compared to it just appearing. They can play with additional elements that keep them engaged and interested.

Ultimately, certain apps should be universal to all devices especially social media apps. Because users can choose the device that’s right for them, tablet creators can concentrate on ways to improve their product and continue to innovate. Social networks are ubiquitous and limiting users’ access to them on any device is a fatal mistake for any company.