Foursquare, a location-based social networking site predominantly used as a mobile application, allows users to “check-in” on smartphones when visiting a location. When checking-in users are notified of friends nearby. Foursquare users may opt to share their location with friends on other social networking sites, such as Twitter and Facebook.
A venue can be created by any Foursquare user, but employees of a particular business must claim the venue on Foursquare. Once claimed, businesses are able to manage “campaigns”, or promotions, to encourage users to visit their business. An example being, “get a free appetizer every fifth check-in.”
The title of “mayor” is achieved through consistent check-ins at the same venue. Mayorship is earned by the person with the most check-ins within the last 60 days at a single venue. The bragging rights combined with enhanced promotions for mayors promote customer loyalty. Varieties of badges exist on Foursquare and are obtained in unique ways. For example the “JetSetter” badge is earned by having five airport check-ins. With the launch of Foursquare 3.0 in March 2011, users are able to search businesses around them by category or keywords to find a business meeting their needs. For instance, there are the preselected categories of “nightlife” and “coffee”, but users can also search for something as specific as “latkas” or “disco music”.
Aside from the fact users see other venues near where they check-in, not much else was available on Foursquare to benefit businesses outside of the retail sector. Businesses not tied to a particular location can now choose from two Foursquare marketing tools—pages and custom badges—to connect with users. Pages show tips about nearby locations fitting into a particular business’s brand. For instance, Bravo TV shows tips of businesses left by cast members of their Real Housewives series. Partner badges are created as a reward for users who check-in somewhere seen as fitting into a business’s brand. An example is the CNN Healthy Eater badge given to users who checked into farmers’ markets. If you’re interested in creating a partner badge do so here.
These two options are just the beginning ways brands will be able to promote themselves on Foursquare. With over 10 million users, more localized advertising options are sure to surface, so stay tuned. Oh and if you ever stop by Smart Media Group, make sure to check-in!
814 King St. Suite 400 Alexandria, VA 22314 | 703.518.4747 
Great job, Mig.
[...] promote shows networks can give awards, similar to badges on Foursquare. (See prior blog post here.) For example TV Insider awards a badge for watching a show they recommended. Philo TV has the [...]