So far, social media has been a big success with businesses around the world. No matter the industry or the target audience, business owners are seeing the value of developing an online presence and cultivating “relationships” with the countless number of potential visitors rattling around cyberspace. Two companies you should be aware of are working hard to turn those virtual “fans” into paying customers who show up at the cash register.
Foursquare (http://www.foursquare.com) defines itself as “50 percent friend-finder, 30 percent social cityguide, 20 percent nightlife game.” Basically, it’s a social networking site with a downloadable application for iPhones and Android phones and is accessible via a mobile Web site. Once registered, users can “check-in” at local businesses to earn points. The GPS-enabled system lets them alert friends to their whereabouts, share tips on things to see and do in the area, etc.
Probably of most interest to business owners is Foursquare’s ability to alert its iPhone and mobile app users of nearby special offers. Because Foursquare is able to provide details on how many times a customer has been to a venue, how often and so on, businesses can work with Foursquare to set up specials rewarding those loyal customers.
The biggest drawback to Foursquare currently is location. The only Ohio cities included are Cleveland and Columbus, but they insist they are working hard and growing quickly. Check out http://www.foursquare.com/businesses for more details on their business opportunities, and keep an eye out for them in your area.
Another company with a similar offering is Gowalla (http://gowalla.com). This “location-aware” social network also includes apps for the iPhone and Android and a mobile Web site. The major difference between the two is that Gowalla is completely GPS-based, meaning that it “works” anywhere your GPS-enabled phone works. The downside is that Gowalla doesn’t yet offer any sort of “specials” program like that offered by Foursquare.
Gowalla is really more about encouraging the user to get out and see/do/experience things than about collecting points. While users do earn “stamps” for visiting certain locations, for now the reward is just the thrill of having been there, which isn’t such a bad thing.
In our research, the experts seem to agree that one of the two applications will likely be the next evolution of social media for businesses. Both pose some exciting potential for getting folks off the computer and into your establishment. We suggest you familiarize yourself with these applications and begin thinking of ways you might be able to capitalize on this emerging technology.
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