There are different opinions as to whether a developer should maintain one site for the whole company or create separate sites for each app, but the choice has a lot to do with the popularity of individual apps. For instance, a game like Bejeweled is so well known that it deserves its own space. However, a company with only one or two apps may opt to keep everything together.

"We originally created two Facebook pages: one for Finger Arts and one for Guess the News. It was very difficult to maintain two accounts," said Saller. "An account just for Doodle Jump worked, yet we don't think that to be true as a general rule."

If users are following a game on Twitter or Facebook, developers can keep in near-constant touch with their fans, almost seamlessly integrating themselves into their users' lives. Consumer product companies have long striven to become lifestyle brands incorporating multiple aspects of their customers' lives. Now thanks to social media, even an iPhone app that you use for maybe 10 minutes a day can play that role.

"After Igor's presentation, we looked at his Twitter account," added Saller. "His posts are very engaging and mention other developers as well. This was a good lesson to be learned: keep tweets meaningful."