Social Location Marketing: Outshining Your Competitors on Foursquare, Gowalla, Yelp & Other Location Sharing Sites

7. Marketing to Social Location Sharers

In this chapter we are going to explore how social location sharing platforms can be used to create marketing communication campaigns by businesses of different sizes. The principles of all of these types of campaigns remain the same:

• Know your customer

• Understand what will motivate customers to take part in your campaign

• Understand how that fits with the platform you have decided to use for the campaign

These principals hold true whether your company is a mom and pop corner store or a multisite national chain. The first principle of knowing the customer cannot be overstated. The level of “knowing” tends to differ depending on the size of the operation, though not always. It is a common myth that ...