Geosocial Networking: Put Yourself on the Map
Before Facebook’s “Places” launched to a bevy of privacy concerns, Twitter made big news with their updated Places feature. It didn’t unleash the level of outcry as Facebook’s Places. Perhaps this is because the focus was still on the message (tweet) versus just your geographic location. Or because there’s just less people to complain since Twitter has about 200 percent less users than Facebook. Twitter also gives you options. You can notify the world exactly where you’re tweeting from or a general neighborhood. Twitter, however, isn’t the first social networking site to tap into location-based mobile updates—Foursquare and Gowalla have had that market cornered for over a year now. And, appropriately, Twitter is paying credit where credit is due, integrating its Places feature seamlessly with both sites. Wondering how this is all relevant to you? Or, do you as yet have no clear understanding of geosocial networking in the first place? Well, read on…
First Came the Apps, Then Came the Aggregators
Sites like Foursquare and Gowalla let users and sponsor companies navigate the vast world of digital updates. While users “tweet” on Twitter, subscribers to geosocial sites like these typically “check-in” at frequently visited or popular “spots”. Every time a person visits, say, a corner Starbucks, they get points—hit a spot often enough and you achieve an elevated status (“Mayor” on Foursquare, “Founder” on Gowalla). It gets a little more specific, but you get the gist.
Naturally, the existence of several similar geosocial platforms necessitated the creation of geosocial aggregators—one of the more recent, Footfeed, is an iPhone app that lets you check-in to Foursquare, Gowalla, and competitor Brightkite simultaneously. All three of these can then be linked to your Twitter and Facebook profiles.
Marking Your Territory
In addition to the wiggle room gained by not having to specify your location within Twitter’s 140 character limit, location-based updates allow for some significant marketing perks. Here are just a few:
- Marketing for Subscribers—if you happen to be an events or locations promoter, what better way to attract clientele to your “spot” than to stream constant updates (and pitches) in real time? News outlets, too, can benefit from the additional context that location-specific updates would provide. Alternatively, if it’s yourself you’d like to brand, letting your target audience know the places/events you frequent can be extremely important.
- Market Analysis—simply studying geosocial sites can provide you with telling data about your target audience. Location based sites and apps not only let you know where your customers are going, but also what they’re thinking as they go, their opinions when they arrive, and why they leave.
- Sponsor Promotions—the point system operating on several geosocial sites creates an optimal environment for awards and incentives. Several benefits come with getting “badges” or beating out other customers for the title of “mayor” or “founder”, including free giveaways and discounts from location sponsors. Nothing like instilling a sense of competition.
The Great Debate: Would YOU Join?
Several companies have already seen the value of the above and have taken full advantage—but if you ask Everyday Joe whether or not he’d join a site like Foursquare and/or tweet his exact location at any given time, you’re likely to get a vehement “no!” As popular as geosocial platforms are, a large percent of the public is still wary about how much info they share on the net. To some extent, Twitter Places has addressed this concern with the option to generalize your location from address to neighborhood. But does the creepy-factor surmount?
Interestingly, some marketing analysts have predicted that the number of financial incentives offered via the geosocial “games” will make joining inevitable. Foursquare has already passed the 2 million user mark, and with partners like Groupon and 8coupons doling out store-specific coupons to subscribers, it’s likely that private citizens will eventually opt to “check-in” just to get a free Starbucks mocha.
Scared but still curious? Check out any one of several articles and posts on geosocial marketing flooding the web, or get more info on competitor platforms here.
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