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Posts Tagged ‘Gowalla’

Throughout the semester, my classmates and I have been bookmarking a lot of Foursquare– related content on our delicious links page.  Introduced at South by Southwest Interactive Conference 2009, Foursquare and other location-based services were widely used by 2010 conference goers looking to find fellow social media nerds at unofficial parties and add transparency to the quality of events via check-ins and short message reviews. Unfortunately, as one of the only social media nerds out there WITHOUT a Smartphone (potential 23rd birthday present Mom & Dad?), I’m not yet a Foursquare user. Nonetheless, it’s still fun to check out Foursquare’s homepage to search your favorite area venues, read their reviews, and see if you recognize their mayors!  

But Foursquare is definitely more than just a competitive night life game. The site will distribute a free analytics tool and dashboard to give business owners access to a range of statistics and information on customers who check-in at their venues.  Additionally, a new staff page feature will allow venues to communicate with regular customers who check-in via Foursquare. For example, if a staffer hasn’t seen a “regular” visit in awhile, that staffer can tweet them about a new product to entice him or her back. Tristan Walker, director of business development at Foursquare, expects this feature to help local merchants especially. Here is an interview with Tristan in which he discusses cool ways that brands and businesses have used Foursquare. But even businesses that don’t offer face-to-face social experiences, such as bars and restaurants, can use location-based services to drive traffic and reinforce messaging. Even political campaigns and social causes can benefit from Foursquare- check out Marc Ross’s predictions on how volunteers will now gain recognition for their work.

Now that more venues are offering special deals and rewards to users who check-in, Foursquare is cracking down on cheating. Now, like its competitor Gowalla, Foursquare will use GPS data to verify a user’s actual location. While users will still be able to check-in anywhere (and prior to or after their actual arrival), they will only be rewarded for the check-in if they are at the actual location. And some users take their check-ins VERY seriously- check out this story and find out who was first to check in at the North Pole.  

Foursquare has already partnered with Bravo to turn its reality show celebrities into city curators who recommend venues that users can then check-in at to earn Bravo-themed badges. MTV and VH1 recently announced a similar partnership. They will also be the first media brands to launch Foursquare’s new Celebrity Mode tool, which allows users to friend celebrities and celebrity users to send check-ins to either friends and followers or just their inner-circle friends. It seems that Foursquare is following Twitter’s lead in getting celebrities involved, which could help boost the popularity of the site and help pack the house for future official celebrity appearances. Over the past few days, the Financial Times has finalized a deal with Foursquare to offer mayors of select cafes near London School of Economics, Cass School of Business, Harvard, and Columbia codes for a premium FT.com subscription.  And of course, web apps big and small continue to integrate with Foursquare’s rich local data.

It will certainly be interesting to watch Foursquare’s growth past 500,000 users in the upcoming months. Will location-based services spread beyond early-adopting social media nerds based in prominent cities (similar to how Facebook has spread beyond college students?) Will enough of your inner-ring ever use Foursquare, or will growth beyond your inner-ring make this social media tool too overwhelming (as some say has happened with Twitter)? Perhaps if Foursquare fails to adopt filtering and status-toggles that allow us to limit the notifications we receive, we will turn to Rally Up to meet up and follow our true friends. Only time will tell, and in the meantime, I hope I get a phone that allows me to join in the fun!

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