NEW YORK ? A Buzzfeed executive at the 2013 MultiScreen Summit said that since consumers do not think about content only living on one screen, taking a device-agnostic approach is key for the company.

During the ?Insight ? TV & Entertainment: Social Conversations in the Digital Age? session, executives from Buzzfeed and the Syfy Network spoke about how social media and mobile are increasingly fueling online engagement for brands to create compelling content. The session was moderated by Gary Schwartz, CEO of Impact Mobile and MSS conference chair, Toronto.

?I don?t actually like to parse out mobile ? it?s like saying that you had a laptop strategy 15 years ago,? said Jonathan Perelman, vice president of agency strategy and industry development at Buzzfeed, New York.

?I don?t think the consumer says, ?Well I?m going to consume a piece of content, so let me go get my mobile because it?s going to be better here or on the desktop,?? he said.

?It?s mobile-first, but we?re completely agnostic and seamless on a phone and whatever else. We just want to create great, sharable content.?

App versus Web debate
According to Mr. Perelman, there are differences in how publishers and brands approach mobile applications and sites.

The mobile Web is similar to a newsstand where consumers come to discover new content, and the app is for the subscriber.

This basically dictates the type of content that marketers serve up and can help publishers segment out their mobile audience.

There is also an opportunity to develop short, snackable content that can be read while consumers are waiting in line or have a few extra minutes to spare and can easily be shared to friends and family.

The other use case with mobile is to take advantage of the consumer who is bored and at home.

Marketers need to keep in mind that regardless of where a consumer is reading content, they are likely engaging with multiple screens and other forms of content as well.

Multiscreen content
According to Doreen Rokhsar, director of marketing at Syfy Network, New York, finding new ways to distribute content is key today.

For example, in April Syfy Network wanted to build awareness for its show ?Defiance,? and the company wanted to start with the Web to promote it.

As part of the promotion, the network partnered with Buzzfeed to leverage the online publication?s content with marketing to create unique advertising opportunities around the show with the goal of driving consumers to tune-in.

?We look for partners that can help us use content that we believe is most compelling and most interesting on that specific platform,? Ms. Rokhsar said.

?Television of course first and foremost [is most important], but in this day and age, we distribute our content across the Web and across VOD platforms as well,? she said.

Final Take
Jonathan Perelman is vice president of agency strategy and industry development at Buzzfeed, New York and Doreen Rokhsar is director of marketing at Syfy Network, New York