Many online applications pop-up over night and go away just as fast. Social media mavens are quick to sign up for the “next big thing” that they can say they joined first (as if it matters once it goes mainstream). If the service works well and has a purpose, what does it matter who joined when? Maybe I’ll save that rant for a later post.

One such application I’ve taken notice to is Foursquare. While on the surface it seemed like another Brightkite/Twitter mashup, I soon found out it was a lot more than that. It offered an online experience that was both beneficial to your followers and to the user with fun rewards for using the service.

Foursquare is a location-based application that allows users to “check-in” and share where they are in their city with other Foursquare users. By checking in, a user can accumulate points, badges, and with enough check-ins, one can become the “Mayor” of a particular location. Users can also sync their Twitter profile to post their check-in and let all their followers know where they are.

I’ve been actively using Foursquare for about three months, though I signed up for it many months prior. I thought it would end up being just another Brightkite with its own twist. I took a cynical approach thinking it was just another way for people to say where they are and what they’re doing, which it is. But, then I saw what local business like Coffee Groundz and Lone Star Chiropractic were doing with Foursquare.

I had the opportunity to chat with J.R. Cohen of Coffee Groundz and Dr. Susan Loehrer D.C. of Lone Star Chiropractic to ask them some very quick questions about what their businesses are doing with Foursquare.

How were you introduced to Foursquare?

J.R. Cohen: Coffee Groundz was in the Twitter 101 case study, the person who wrote that was Tristan Walker. Tristan sent me a DM about FourSquare and we talked about what it is about. After hearing it, I said lets do this. Tristan is now working with Dennis over at FourSquare.

Dr. Susan Loehrer: I noticed some posts on twitter and facebook about foursquare and decided to see what it was all about.

What is your business doing to promote themselves via Foursquare?

J.R. Cohen: The great thing about being a business on FourSquare, is that the people promote us. It is a simple as checking in. Take for example a good friend named @BAKup, he checks in and other FourSquare users see that he is there and will meet him up at Coffee Groundz if they have time.

Dr. Susan Loehrer: I signed up several months ago but never really understood how to use Foursquare. Recently I decided that it would be a unique way for people to interact with the office. Even though doctors’ offices are usually considered sterile and stuffy, I want patients to be comfortable, ask questions and just be a part of the office. Having people “check-in” creates an awareness, hopefully encouraging others who are considering chiropractic care to ask about their experiences. My hope is that ‘promoting’ ourselves becomes something the patient does, they can check-in on foursquare and let others know about the care and services received.

What incentives do users have when they check-in and become “Mayor” at your establishment?

J.R. Cohen: Right now, we have been running a special that allows the Mayor to get either a Texas Beer or a Medium sized coffee of their choice. We might change it up and keep it different.

Dr. Susan Loehrer: We are starting our first Foursquare promotion! When someone becomes Mayor, they get a free visit that day! We have a few other ideas we’re kicking around and are open to suggestions!

How would you encourage other businesses to use social media?

J.R. Cohen: If we are referring to Foursquare, then I highly recommend going to their website and entering to be one the places that offers “Mayoral ship”. We are in the midst of planning a Foursquare launch party for small businesses in Houston. Date and details are to be announced soon! This biggest reason I support Foursquare is because I have found other local businesses I never knew about. Because I support local businesses, Foursquare helps me find them through user check-ins and when people post where they are on their twitter stream.

Dr. Susan Loehrer: When I’ve talked with other businesses about social media, they always seem to shy away from it with all sorts of random excuses. I just tell them to give it a shot; it’s free, it’s fun, it’s quick and I cannot think of a better way for customers to understand your business and get to know you as a person. Honestly, just don’t spam people and it becomes all good press.

In addition to my interviews with J.R. and Dr. Loehrer, I will also have a follow-up interview and post with Tristan Walker who now runs business development at Foursquare. If you have any questions for him leave us a comment.

Businesses can harness the power and influence that Foursquare provides by encouraging users to check-in and leave tips and suggestions with incentives like discounts and free products for their users and “Mayors.” Once a user proclaims what they’ve earned by becoming the Mayor of a location, other users will compete for that spot by patronizing the locations and bringing more awareness to their brand.

Is it guaranteed that you’ll be on overnight success by using Foursquare or any other social platform? Does your phone provider guarantee that having a phone number will generate phone calls? No and No. You have to work at it like anything else. Like Twitter and Facebook, Foursquare isn’t for all businesses and you have to decide what platforms are beneficial to your social media strategy.

Of course, Foursquare isn’t the only location-based application that allows users to check-in and share their experience. Gowalla is a very similar service that gives users rewards for checking-in. My personal take is that Foursquare will do much better as it already accommodates users on the iPhone and Blackberry. Gowalla definitely has a much more aesthetically pleasing design, but it will take more then that at the rate Foursquare is gaining users.

Who will come out on top? Which is service to do you prefer? How is your business using these types of services to promote brand awareness?

Photo credit: dpstyles

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