Foursquare is one of the latest tools to hit the social media landscape. Launched early 2009, it only became available to the rest of the world in January 2010. Designed to work with GPS-enabled mobile devices, it allows users to check in to stores and other places dependent on the location of the device. If the specific location isn't listed, the user can add it.
The Basics of Foursquare
Foursquare users unlock various badges, and can become "Mayor", based on the frequency and times of visits to a venue. One badge is highly coveted but little exploited. The “swarm” badge is only bestowed when 50 users check in at a venue at the same time. See this case study of how one burger joint capitalised on a Foursquare following.
Visitors can leave brief tips about a location. They may recommend the service of a staff member, leave a note about favourite meals, advise people of regular promotions, and so on. It’s an extra boost in marketing at no cost to the business.
Foursquare can be tied in with the other social media tools – Twitter and Facebook. Users may share their check-ins with the rest of their social network. All that extra publicity helps to build brand awareness and bring in more business.
This is where it gets interesting for small business. Social media is all about engaging with your community online but Foursquare brings the “social” back to the face-to-face; and it’s largely an untapped resource. Brick-and-mortar businesses stand to benefit enormously from the potential of location-based social networking tools, but only if it’s done right.
Getting the Most out of Foursquare
Preserve your brand
List the venue at the right address and with the right spelling. This prevents a user from adding a business and accidentally mistyping the name.
Reward your loyal fans
Encourage return visits by offering specials to Foursquare users and rewarding the Mayor with a bonus. It’s human nature to compete for a better deal.
Build on your following
Consider hosting a Foursquare “swarm” party or event. This will build a following and increase brand loyalty.
Make use of business tools
Foursquare released a dashboard for business owners to create and manage specials and track how they perform. By watching and analyzing real-time visitor statistics, businesses can see what promotions work best in their community.
Foursquare aims to share the best experiences of wherever people go. Social media isn’t just for the online world; it’s for the real world, too. It allows for more targeted advertising, attracting exactly the kind of customers small businesses need.
Aprill Allen - Aprill is a freelance copywriter and founder of Best eBooks for Writers, living in the Southern Highlands of New South Wales, Australia, ...
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