Foursquare is "a service that mixes social, locative and gaming elements to encourage people explore the cities in which they live." I started using the Foursquare iPhone app in April and I've got to say, it's pretty cool. So far, through the check-ins in my neighborhood, I'm the mayor of three places: the local gift shop, one of my favorite Italian restaurants, and the local burger joint. I'm leaving the hardware store and the 7-11 for Nick C since he seems to be working the other half of the 'hood.
Geolocation Software is Here to Stay
For years, I've heard pitches from entrepreneurs about direct marketing to my cell phone so that as I walk through a mall I can get barraged with coupons from retailers to come inside and shop. That always sounded like a nightmare to me. And, something that benefited a retailer and would annoy me.
With today's geolocation software, smart phone or Internet-connected computers can be identified in terms of a meaningful location like a street address rather then just a set of geographic coordinates. Using programs like Foursquare becomes more like a game you can play with your friends. And, it's finally coming around with promotions from firms like Starbucks with $1 off coupons for people who have reached mayor status (those with the most visits to a location.)
Foursquare Offers Analytics for Business
As of March of this year, check-in-based Foursquare has added analytics tools for businesses. A dashboard provides data such as total number of customer check-ins, unique visitors to the site, gender comparisons, and breakdowns by time of day. And, of course, businesses will be able to shoot out coupons and promotions to Foursquare members as well. Foursquare users can opt-in to how they'd like to receive this information (through Facebook, Twitter, etc.)
I'm told the cool kids don't hook up their Foursquare account through Twitter or Facebook, but prefer to share information with their Foursquare friends instead. For security reasons, this could ensure that you're Foursquare location doesn't appear on sites like Please Rob Me who is trying to raise awareness around oversharing of information. Instead, when you check into your local burger joint on a Friday night, you can see if any of your friends might be there too without advertising that you're not home.
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