TwitSquare? What to Know About Twitter & Foursquare’s Partnership
The check-in may be dead on Foursquare, but the app is alive and well – and increasing Twitter’s “social media on steroids” effect for brands. Foursquare has already experienced tremendous use after its introduction in 2009, and since then, the app has evolved–now focusing on local search capabilities, ratings and tips.
But how does this differ from Yelp?
Well, Twitter has just teamed up with Foursquare to tag locations in tweets. Big deal? Consider this: the detailed location database and massive consumer data it offers, along with Twitter’s built-in user group, may make it the #1 social media geolocation tool across networks.
— Twitter (@twitter) March 23, 2015
Now, instead of just auto-tagging a generic location like “Washington, D.C.” based on the coordinates derived from your phone’s location services, users can now tag specific places, such as “Smithsonian Museum” or “National Mall” just by tapping the location button.
More specific locations, got it.
But what does this mean for brands and marketers? We spoke with Nicole Larrauri, managing partner at digital marketing agency EGC Group to hear about how businesses can take advantage of this new development:
“Before this partnership, businesses on Twitter were rather limited in their location-based marketing, mainly because Twitter’s geolocation service never gave a real pinpoint of location or place– rather, a larger area, sometimes as large as a city,” Nicole said.
“Now businesses have the opportunity to tie into Foursquare’s database of 65 million places to promote precise messages by location. Think flash-tweet sales by store location, retail loyalty programs via hashtag to those with the most check-ins, or restaurants tweeting deals based on nearby movie check-ins.”
For any business or organization that has a physical location, increasing awareness via Foursquare should still be a part of their social media strategy.
“Foursquare has fallen off the radar for so many brands lately, so all businesses and brands should be checking each of their location pages to be sure its accurate,” she added.
Why the fuss over geolocation?
“Social media is one limitless and boundless universe of customer conversation,” Nicole said. “Businesses aren’t always successfully jumping into those conversations with mass messaging and promotions. Geolocation, when used the right way, allows businesses to scale their message to a level that consumers can find useful, creating a more powerful connection with the brand.
“It will be important for marketers to respect the opportunity and frequency, being careful not to overwhelm their customer who will eventually go into their settings and turn their location services off.”
The saga for increased brand reach on social media continues. As always, a few best practices: don’t spam people that come near your location, be thoughtful with your campaigns, and be kind to your location-based neighbors.
Nicole Larrauri is Managing Partner of EGC Group, one of NY’s fastest growing marketing and digital agencies. Nicole is a featured contributor to Agency Post, was named a “40 Under 40” honoree, and was listed among the “Five People to Watch in Advertising” by Newsday and LIBN.
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