Location-based Foursquare continues to attract new users and businesses. So what is location-based social media, how are people using it, and how can you use it to promote your business?
Foursquare works with an app on your phone to track businesses and other places you visit. When you “check-in” to a location via your phone, it shows up in Foursquare and keeps count of how many times you visit.
In some ways, Foursquare is like a game. You can earn points by visiting venues, obtain badges, and see how you rank against other customers. And if you’re a really devoted customer, you might strive for “mayorship.” The mayor of a venue is the person who has visited the most in the past 60 days, and usually gets a freebie for doing so.
This provides a great opportunity for businesses to reach out to local audiences. Users are rewarded with points for being adventurous and visiting new places, so people who have never visited your establishment might have incentive to do so, even without a special offer. And for those who are already customers, it encourages them to visit more often when you offer special discounts and freebies for frequent visitors.
Customers can also help you promote your business via Foursquare, by creating tips and to-dos. They can tell friends and the general public about information regarding your venue (like nights you offer a special, or a dish or product to try), which will be seen by anyone nearby.
However, Foursquare is not for every person or business. Since you need an app on your phone to use Foursquare, those who don’t have Internet on their cell phones won’t be able to use this service. Also, by using Foursquare you’re basically announcing where you are at all times. Those who wish to keep their lives more private will likely never use Foursquare. Therefore, there is a significant portion of the general population you won’t reach.
It also will not benefit every business the same. Businesses that people only visit when necessary or infrequently, like car dealerships, law firms, or funeral homes, will probably not find a lot of success. However, businesses with frequent repeat visitors, like restaurants, bars, and coffee shops, can benefit greatly from Foursquare. Of course, with other forms of social media marketing, it all depends on how you use it.
