When starting a new piece of user experience work the most common mistake is to start looking at the specific device / website / application without pausing to consider the totality of the user experience. People do not use websites or apps or mobile gadgets in isolation anymore. Years ago maybe but not now.
To try and get people to think more broadly I create this type of schematic which I term a ‘universe map’. This example shows where social media traffic will enter the main client sites and from there the exact nature of the user expectations when coming from that site.
Also see: Web Universe Map