by Jeff Stolarcyk

Don’t feel sheepish if you haven’t heard of Foursquare.  The social network is still pretty new and didn’t really start to get buzzworthy until late summer of 2009, but it’s going to be a socnet to watch in 2010 and it can provide a new way for your business to get social.

Foursquare, like so many of the other things I’m excited about in the social media space right now, is location-oriented. Users “check-in” at locations, letting their friends know where they’re at to facilitate meet-ups, provoke discussions, etc. Check-in data links up to Twitter and Facebook, too, though if you’re particularly active, it’s probably best to restrict automatic updates as a matter of politeness. As the urban tech-savvy rush to adopt smartphones and the mobile web more quickly than they ever have before, locative apps are going to be vital to the way the socialsphere grows in the future.

What makes Foursquare ingenious instead of just cool is that Foursquare is a game.  People can compete to be the ‘mayor’ of a location by having the most check-ins at it.  What do they win? In most cases, just the prestige – or embarrassment – but increasingly, locations are finding new ways to reward their Mayors with discounts, free drinks, swag or any number of other prizes.  It’s not so competitive that it gets cutthroat – there’s no million dollars or anything like that on the line – but competitive like the trivia night at your neighborhood bar is, where friends have an excuse to interact, have fun and maybe do some light trash-talking. Players can also unlock badges – think Xbox 360 achievements. Collecting little virtual trophies is even more addictive than friendly competition – just ask the tens of millions of gamers playing massive multiplayer online games like World of Warcraft (MMOs).

Once limited to major US cities, Foursquare just announced last week that it’s expanded its coverage to everywhere in the world.  Like Twitter, one of its best features is it’s ecumenical approach to access – you can check in through their website, text message, or apps for the iPhone, Palm Pre and all of the Google-powered Android phones.

How can your brick and mortar business leverage Foursquare?

Make sure that it’s in Foursquare’s database as a location.  One of my consistent rules for engaging your fans and customers via social media is to make it easy for them. When they check in at your business, make sure it’s there already and that they don’t need to add it themselves.  Check out Solid Cactus on Foursquare.

Mayor Specials and Tips: You can leave tips or to-do items on any Foursquare venue’s page.  As the owner or manager of a venue, you can use these to promote daily specials, events, or even secret deals for your connected users.  Consider creating regular Mayor Specials to encourage interactivity. Monitor who your regulars are, too – it will help you build relationships with them.

For eCommerce: Try linking online promos to tips that you place on locations.  Don’t go crazy with it and always link it to something specific to or unique about the venue and not just self-promote. Example: Go to Solid Cactus, take a nap in the hammock, and then use coupon code HAMMOCK to save 10% on your next order at [URL]. (Again, don’t overdo this!)

BONUS: Check out Daniel Honigman’s excellent guide to Foursquare etiquette at Old Media, New Tricks – one of my favorite blogs – for some great advice on getting started.

Tags: Foursquare, internet marketing, local search, social media

This entry was posted on Thursday, January 14th, 2010 at 8:52 pm and is filed under Social Media Marketing. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.