I think a new day may just be beginning for location-based social media. Late last week Foursquare announced a new partnership with American Express, basically an expansion of a test market they had been running where American Express card members get special savings by checking into select retailers and restaurants using Foursquare.
I have to admit that I have been a late bloomer when it comes to location-based things. I have not seen the benefit to telling people where I am and where I am spending my money. I don't necessarily want people to know and I certainly could care less about being the Mayor of my local Starbucks. But now I get it.
If I can use my American Express card and get a special deal without having to clip a coupon or even scan my phone with the cashier, then I am in. And that's exactly what this new partnership allows: big savings that are just a tap away and then show up on the American Express statement as a credit.
Now I'll check in! Now I get it!
I believe that this is just the beginning of an industry that has had a slow start. Not anymore. Away we go!
Jim Joseph is an award-winning marketing professional who specializes in building consumer brands. His client experience includes blockbuster brands like Kellogg's, Kraft, Cadillac, Tylenol, Clean & Clear, and Wal-Mart. He is currently President of Lippe Taylor Brand Communications in New York.