Geo-Location Social Networks and PR?

For the past few weeks I have noticed that a lot of my Facebook friends are "checking-in" various places all the time. Because of this great popularity and the fact that I have never used this application, I asked some of them to give me some tips about how it works. Well, if Twitter is about 'What are you doing?', then this new trend, which is called geo-location or location-based online service, is about "Where are you doing it?' and I think it is the next big thing for PR.


So, this is how it works: Geo-location gives the opportunity to people to share with their friends where they are and allows them to give tips about the places. Among others (Gowalla, myTown, Google Maps Local Business Center), the most popular location application is called Foursquare and it is said that it is a great social media tool for PR practitioners.


Foursquare allows people to share their location with a group of friends by "checking-in" to a business, restaurant, cafeteria or other venue when they arrive. But, the thing is that the whole process works like playing a game. For example, you can get badges for certain activities but also become the "mayor" of a place if you are the one who has visited the place most of the times. Hence, in this way both businesses and customers can benefit. Businesses reward "mayors" for their loyalty, like Starbucks which is offering special coupons and gift cards to them.

Discussion About Geo-Location in The Web 2.0 Summit in San Francisco

Moreover, Foursquare can also help a business enhance its relationship with users by allowing them to monitor the free analytics application that it provides by examining the genders of people, the most popular time where they check-in and any comments that users have made about businesses in Facebook and Twitter.


These location-based online services and particularly Foursquare have been used by many businesses and organisations such as Wall Street Journal, History Channel, Diesel and Marc Jacobs in order to build a relationship with their customers and provide incentives in order to stay connected with them. I think this is the reason it is going to be such a useful tool for PR practitioners since PR is all about reputation, managing communication and creating a mutual beneficial understanding between an organisation and its customers (Gordon, 1997, cited in Tench and Yeomans, 2009, p.3).


In addition, it seems that geo-location applications are popular not only in the business sector but also in educational system since they are widely used by universities such as Harvard University and University of Oregon in order to promote events held on campus. 

So, why should PR practitioners start using location-based online services? Here are some benefits:


1. You can create a profile for the business on yourself:

You can facilitate people to check-in your place and you can add details for your company.

2. You can promote events and provide special coupons:

You can add events and promotions to your business profile, raise awareness and promote your business but also you can leave special gifts for the next customer who is going to "check-in" your place.

3. You can give your customers the chance to promote your business:

People by "checking-in" allow other people to notice the place and they can also post reviews and tips for that place.

4. It is both time and cost efficient:
In a very short time and without any cost you can start promoting your business or organisation and build a relationship with customers.


I think PR just got a new social media tool for communication and users just got another fun way to be engaged with their favourite businesses. I think I should start using this application and see how it works...Who doesn't want free coupons and gifts from their favourite coffee shop or discounts and invitations in fashion shows?

Sources and pictures are taken from:
Tench, R. and Yeomans, L. (2009). Exploring Public Relations. Harlow, England: FT Prentice Hall.
http://aboutfoursquare.com/university-of-oregon-uses-foursquare-to-introduce-students-to-campus/
http://www.starbucks.com/blog/tribute-badge-official-rules
http://www.ereleases.com/prfuel/what-does-geo-location-mean-for-pr/
http://www.mobilein.com/location_based_services.htm
https://foursquare.com/harvard
http://tamutimes.tamu.edu/2010/06/02/location-based-apps-where-are-you/
http://www.youtube.com/results?
search_query=pr+and+location+based+services&suggested_categories=28%2C24%2C27&page=2