Should your brand be on Foursquare?

More people are turning to social media when looking for a place to eat or shop. We look to our friends and people like us for reviews and validation to confirm we’re making the right choice.

Now there are even apps that learn what things you’re in to and show results based on your unique tastes. One such social media site is Foursquare.

In our latest blog series, we’ve been taking an in depth look at so-called “fringe” social platforms, with Foursquare the focus for this article. We explain what Foursquare is, who’s using it, and give you an idea whether it’s worth your while crafting a presence for your brand.

What is Foursquare?

Much like Yelp, people use Foursquare to find places to eat and shop and to leave reviews. But more than that, users can tell Foursquare what they like – such as “craft beer” or “outdoor seating” – and it will tailor results to suit their taste. Users can also save places they want to go for next time.

Out and about, people can use Foursquare’s companion app, Swarm, to catch up with friends. Swarm works differently to Facebook, Twitter and Instagram in that it removes the need to check in to a specific spot with passive awareness of where you are, which is broadcast to the user’s network of friends. Of course, there’s the option to check-in to specific locations too, and it’s these endorsements that are the biggest benefit to business.

Are my customers using Foursquare?

Foursquare is incredibly popular in the United States among the following demographics:

  • Men [60%] are more likely to use Foursquare than women [40%].
  • 4 out of 10 Foursquare users are in the 18-29 age demographic, making it the most popular age group.
  • Only 5% of Foursquare users are in the 54-65 age demographic.

These demographics are mirrored here in Australia but in much fewer numbers. In April 2015, Foursquare was ranked a telling 20th for the number of unique Australian visitors for the month by SocialMediaNews.

Is it an effective use of my time?

If you’re in retail or hospitality, certainly it’s worth being aware of Foursquare. Your customers may already be talking about you on it, so setting up a basic free account may help you take control of your listing. If you have the time, there’s no harm in monitoring usage for a period of time and asking your clients directly which apps they’re using.

What other social channels should I be using?

When it comes to directory or review sites, Foursquare isn’t the only one available. There are many other more popular sites in Australia, including Yelp, UrbanSpoon (now called Zomato), Eatability, TrueLocal and more.

In our latest blog series, we’ve been examining many of these so-called “fringe” social channels. If you’re looking to target your specific market via social media platforms outside the big six, you can view the complete list through the iFactory blog.

With so many social platforms out there, it makes sense to partner with a digital agency that can help you better position your brand to your specific market. iFactory has been delivering targeted digital marketing solutions to businesses for more than ten years. Grow your business further and contact iFactory today on 07 3844 0577.

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