Bender Helper Impact

Have you heard the term “check-in” more often lately?  Or seen a friend grab their smartphone the moment they walk into a restaurant for dinner? 

It might just be because location-based social networks, or “lo-so” networks (thanks Mashable), are bigger than ever.  Though they are nothing new, the popularity of location applications such as Foursquare and Gowalla is surging, exemplified by the record 347,000 Foursquare check-ins experienced recently during the interactive portion of SXSW.

If you’re unfamiliar with this latest social media craze, location-based social networks allow users to check-in at different places, post tips and recommendations about them, and in return earn points and virtual badges.  Additionally, if a user has checked in somewhere more than anyone else in the network, they are declared “The Mayor” of that location.

While some may find these location applications a bit creepy, I have become addicted.  I was hesitant to jump onto the lo-so bandwagon, but once I did I never looked back.  Now when I go anywhere, the first thing I do is whip out my Blackberry and check-in on Foursquare.  Only a few of my friends are on the network so they tend to think I am crazy (which I swear I’m not) for faithfully conducting my virtual check-ins.

While people may view apps like Foursquare as just another vehicle for virtual stalking, I’ve discovered that it has actually become a source of motivation to get out and explore my city.  When I check-in to a location, instantly a list of nearby restaurants, bars and coffee shops pop up on my screen, leading me to discover places I never knew about. 

The tips people leave have also come in handy when visiting these venues and – as nerdy as it may sound – I take great pride when I am declared the mayor of a particular location.  (Fun fact: I am honored to say that I am currently the mayor of B/HI.)

With all the hype that comes with location-based social networks, it is easy to assume that they’re just silly apps with no purpose.  Au contraire!  Lo-so networks are additional tools in the social media toolbox that brands and businesses can utilize to interact with their audience.  Whether it is Bravo TV creating a whole campaign involving Foursquare or a local diner offering a free hamburger to the “mayor” of their restaurant, location-based social networks are providing new opportunities for engagement.

This is just the beginning for lo-so networks.  As the definition of a location shifts and the applications continue to evolve with new features such as analytic dashboards, allowing participating businesses to gather data about their customers, the possibilities for these networks are seemingly endless.

[Follow Whitney: @whitneychampion]