4square…check-in or check-out?

Some call me the Mayor. A review of 4square.

Overview

As I leave the restaurant after dinner, I check my pockets-  wallet, keys, cellphone, check. Why do I feel as though I have left something at the table? “Wait, I forgot to check in!”

Typical situation for the average to avid 4square user. However, after about a month of using the social networking application to its fullest- I am ready to review the service and its applications.

With every social media service comes the criticism and exceptions. One expectation that specifically resurfaces is its business application. How is it, that once the world can connect via social media that everyone is now a “social entrepreneur” or business consultant? Is it right to expect that every social media platform is designed to drive bottom line sales? It seems to me as though we are loosing sight of the original intent of most SM services- to connect people. Business has influenced SM platforms, yet business is still not the main clientele.

If life on the internet was a cocktail party- 4square would be fashionably late. With all the “tweeting” and “liking” going on, is there room for checking-in? Must we adapt to another meaningless connection? It seems as though we are all becoming slaves to the network.

Practicality

Let’s face it- there is no REAL need to check-in. Life will go on. Being the Mayor of a store rarely can yield nothing more to a user than $1 off a blended ice beverage at a coffee shop. Business owners do not see double sales revenue due to 4square presence. The sole purpose I argue is a mixture of investment of time, local pride, and trending demand. However, there is the option to leave tips at destinations. I have found this to be a great feature as most users leave some good recommendations for local businesses.

Mobility

If I did not have an iPhone, I would NOT be on 4square. The iPhone app makes checking in easy, and all its additional features create interest between your friends, even friendly competition. I can see the hesitation for those not on the mobile based application to utilize this location based service.

Business Application

While still in the early stages of development, 4square has much innovation/development to undergo. Most innovation should be consumer driven. Currently, I can see only minimal use for the application at a retail level. 4square allows businesses to feature specials for its users and in return generate more business. However, this feature is limited to business with a heavy user base such as Starbucks and not other attraction/resort oriented business with a higher turnover rate. Also, if employees are using the application there is no way the customer can check-in more than the employee unless management details to its workforce not to become mayor. 

Closing Comments

At the end of the day, 5 check-ins, 6 mayorships, and a lot of scrutiny- I believe that 4square has its place and its people. Some are aggravated by even the sight of a check-in tweet. Others praise the recent mayorship of a friend. Personally, I have sat in the shadow of a colleague who, while standing over me, rejoiced by yelling, “I am the Mayor baby! You will never take it away” If for those who get that much excitement- can’t we appreciate the social joy it brings rather than thinking in $$?   

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