Facebook announced a new partnership with popular reservation platform OpenTable, that will let consumers make reservations right from their mobile device on the social network..

According to a Facebook spokesperson:

OpenTable is working with Facebook to allow individuals to book a table via a restaurant’s Page on mobile. From discovery to booking (whether it’s with Nearby or going directly to a restaurant’s Page), everything is within the native Facebook app – no need to visit a mobile site or open OpenTable’s app. This feature is available on Pages of restaurants that support OpenTable in the U.S.(~20K restaurants). This integration will open up OpenTable to more people on Facebook, as you don’t need to be an OpenTable member to book a table on mobile Pages.

Bottom Line: It’s clear that Facebook is interested in a lot more than just providing a place for brands to interact with their customers and distribute content online.

And, while this has always been their core value, it should come as no surprise if Facebook continues to introduce more integrations like these to help businesses and organizations across all industries get the most from the site.

Here are some of the other top online marketing stories that caught our eye this week:

Mobile user bases at Facebook and Twitter keep growing

According to a new report from eMarketer, 28 million Americans will use Twitter on their mobile phones at least monthly this year. That’s up 22 percent over 2012.

EMarketer also projected that nearly 100 million Americans will access Facebook via a mobile device at least monthly in 2013. That number is expected to increase 50 percent by 2017.

Today, nearly all mobile social network users will use Facebook on their mobile device.

Bottom Line: With so many people connecting to social media on mobile, businesses and organizations need to start thinking differently about how they engage with their audience online.

For Twitter users, the changes you make will be far less significant. Twitter and its 140-character limit was designed with mobile users in mind.

Facebook on the other hand was not. This means there is a whole new set of tips and tricks you’ll need to get good at to be successful in today’s increasingly mobile world. Here are 4 to get you started.

75 percent of smartphone owners are “highly likely” to delete emails they can’t read on their phone

A new Constant Contact survey, done in conjunction with research firm Chadwick Martin Bailey, provides further evidence for why brands need to be thinking about mobile when designing their marketing emails.

Possibly the most revealing piece of data collected from a survey which included responses from 1,497 smartphone users, is that 75 percent of users say they are “highly likely” to delete an email that does not display well on mobile.

It should come as no surprise that 80 percent of participants also reported it is extremely important to be able to read emails on their mobile device.

The survey also provides a closer look at the role of mobile for different age groups:

  • For respondents ages 18 to 30 years, 88 percent open email on a mobile device, with more than half confirming their smartphone is their primary device for opening emails.
  • For respondents ages 30 to 39, 85 percent open emails on their mobile device with nearly half – 48 percent – claiming their smartphone is their primary device for email.
  • For respondents ages 40 to 49,  74 percent confirmed they read emails on their devices, but only 35 percent of this age demographic said that their smartphone was their primary device for reading emails.

Bottom Line: Regardless of the size of your business, the industry you work in, or the audience you serve — mobile is already influencing your email marketing and will have an even greater influence in the years to come.

That’s good news for small businesses and organizations, says Jim Garretson, mobile product manager at Constant Contact.

“The fact of the matter is that consumers are opening emails on their phones first with increasing regularity,” Jim explains. “The great thing about mobile emails is that shorter content and fewer calls to action actually perform better than complicated and dense messaging. By simplifying email marketing campaigns, marketers can take an essential and effective step towards becoming mobile-friendly.”

Here are 5 tips to help you get started.

Yelp users can now post reviews straight from their iPhones

Yelp introduced a few new features this week that could help improve the experience for users visiting the site on a mobile device.

One of the most noteworthy updates is that Yelp will, for the first time, let users post reviews within the sites mobile app. Previously users could start a review on their device but could only post to the site from a laptop or desktop.

Yelp also introduced new consumer alerts, which will alert Yelp users when they discover a business that has illegally solicited fake reviews through incentives or other “unethical” practices.

Bottom Line: Like social media sites such as Facebook and Twitter, online review and listing sites like Yelp have evolved quite a bit in recent years, thanks to the influx in mobile activity.

By making it easier for consumers to post reviews when and where it is most convenient for them, Yelp is offering a whole new ways for brands to boost their reputation through online reviews.

All you need to do is make sure you’re offering the type of experience your customers will want to talk about.

What top stories caught your eye this week? Let us know in the comments.