MySpace, YouTube, Facebook, Twitter, what is the next social media fad that is going to sweep the nation? It might just be foursquare.com. Most social media sites are designed to share information with friends and people of similar interests. Facebook is a great way to instant message with friends, organize events, share photos, and re-connect with long lost friends. Twitter is the edgier, casual communication platform for status updates and letting your friends know what is happening right now. Facebook has been playing a bit of catch-up with Twitter for some of these features.
Foursquare is a website and mobile application that allows you to tell your friends where you are and makes a game out of it. Instead of using Twitter or Facebook and just saying “I’m at Buffalo Wild Wings” the Foursquare application on your mobile phone allows you to "check in" when you arrive somewhere. Essentially you get out your phone, click on the application and it lists all the restaurants and businesses that are nearby. You then click on the business (or add it to the list if it's not already there) to "check-in" at that location. After that you can add a custom message and it will post your status to other social networks such as Facebook, Twitter and LinkedIn. As you check in at new places, make repeated visits, or stop at multiple places in a day you earn points and unlock "badges" in the game. Foursquare keeps a running score for you and your friends so you can compete against one another. The game encourages you to visit places you have never been before, since new locations are worth more points. If you visit a place regularly then you have a chance at becoming "the mayor" of that location. "Mayor" status doesn’t give you any real perks, but it can give you a little street-cred with the geeks!
How will this affect businesses?
Some businesses are embracing Foursquare by allowing the "Mayor" to eat free once a week, or give "newbies" (first time check-ins) a free beverage with the purchase of a meal, the ideas are really endless. It's a way to build a list of dedicated followers to your restaurant and engage with them over social media. Social media isn’t going anywhere anytime soon. By taking advantage of these services when they become available you build a connection with visitors and it builds loyalty. In this day and age being electronic friends is pretty easy, and it allows you to effortlessly build a marketing list and develop a following. Have an event coming up? tweet it out to all your dedicated Foursquare members and have a private party for them or a "Tweet up". If you help your followers meet each other at your restaurant through your social media efforts, then more people will be inclined to visit more often.