By now you’ve probably heard about Foursquare and Gowalla, the leading location-based social media platforms. If so, you’ve probably also seen updates in your friends’ Facebook or Twitter feeds or even noticed logos here and there, inviting you to join and check in.

For the noobs around here, we’ll get you up to speed. These platforms are used almost entirely on your phone. They allow you to “check in” to stores, restaurants, movie theaters – ANYWHERE – and share your experience with the world. The more you check in, the more likely you are to get rewarded and earn perks – straight from the venue.

 

That’s fine and good for the consumer, but what about business? Well, as with everything else, you have to use it to its full potential.

Here are some tips on how to get the most out of your location-based social media:

  1. Reward first-time check-ins. This is key. If new customers associate their initial experience with something exciting (free appetizers, coupons, etc.), they’ll continue to come back and check in, following the carrot of a potential prize.
  2. Don’t reward every time. It’s just like mom always said – don’t reward your customers every time or they’ll get bored. I’m pretty sure that’s right. Anyway, you don’t want your customers to expect something – you want every reward they get to be special and exciting.
  3. Reward some of the time. But you do have to keep their interests and check-ins up, so keep dangling that carrot – whether it’s for Mayorship (a title given to the person with the most check-ins) or random perks.
  4. Play games. Hold Foursquare check-in contests and make a big deal out of badges and titles. It makes the competition more engaging – less about the prize and more about the sport.
  5. Trip out. Create trips and tours that encourage certain target audiences to experience other local businesses (in addition to your own, of course!) and be rewarded for it. For instance, if you own a hair salon you may include Sephora, a nail salon, and a massage therapist in your “makeover” trip, and when the trip is completed, customers get 50% off highlights. This just furthers the experience and invites a new level of engagement.
  6. Open your eyes. New platforms are created every day, and as easy as they are to integrate into your social media plan, you shouldn’t miss out. Consider exploring Facebook Places and Facebook Deals, and try to stay aware and connect in every way possible.

So you’re convinced that you can do all of the above, but what’s the point exactly?

Remember your friends’ Twitter and Facebook feeds? That constant (albeit sometimes annoying) reminder of where they are at all moments? It builds top-of-mind awareness and gives customers confidence in choosing your business. More importantly, location-based social media connects online activity with a real-life experience. And that, my friend, is digital marketing at its best.