By: Marissa Breton

“I don’t care where my friends are every minute of the day.”

“I don’t wanna tell people where I am! People are totally stalkers!”

“I’m on too many social networks anyway. I can barely keep up with Twitter.”

These are all real life quotes my dear friends have used about one of my favorite social networks: Foursquare, the most misunderstood and underutilized of all the social networks (in my humble opinion). It’s underutilized by both consumers and businesses, and there’s so much opportunity! Using Foursquare creates a mutually beneficial relationship, which is a public relations dream! Consumers and businesses are starting to understand these benefits.

For consumers, Foursquare isn’t just another way to connect online, it is a way to connect in the real world, in real time, and save real world money! Here’s an example. Let’s say I’m hanging out alone in my apartment, being boring. Then, I notice my good friend is checked in at the local bar. Well, I think to myself, maybe I should get out of my pj’s and go have fun! I do, and I buy a few drinks. Then the next morning, I could really use a bagel. I remember seeing a friend had checked in at a bagel shop right around the corner, and to my “surprise and delight” (as Dave Kerpen would say) they have a check in special! When I check in, I get a free cup of coffee with my bagel. Now I’m sold.

As you can see, there are many benefits for consumers using Foursquare, both social benefits and financial benefits, but what’s in it for a company or brand?

Similarly to the consumer benefits, brand benefits are both social and financial. For instance, when I saw my friend had checked in at the bar, they got $20 from me that I wasn’t planning on spending! The bagel shop got my business because I knew a friend enjoyed the restaurant, so I was more willing to try somewhere new. Also, they offered me free coffee. With that free coffee, they got a loyal, bagel eating customer for life (I’m pretty easy to please). 

This personal connections brands make with consumers, as small as a free coffee, or a recommendation from a friend, can surprise and delight a customer enough to establish a relationship. Joining Foursquare is easy, and the benefits are growing every day. We’re only just beginning to understand the power of this application. Give it a try! As a consumer who’s gotten many good tips, free boat shoes, extra donuts, discounted haircuts, and many other benefits, I’m a believer. Foursquare is pretty Likeable.

Have you used Foursquare for yourself or a brand? Have you gotten any sweet deals? Share your thoughts in the comments!