“It doesn't mean we don't go to work,” said Foursquare cofounder Naveen Selvadurai at a digital roundtable event hosted by PRWeek in New York on Thursday.
Humor aside, Selvadurai discussed the company's short but swift history since launching roughly two years ago, how the “check-in” geolocation service launched before it was a legally registered business, and what might be ahead as the platform evolves organically and businesses and brands want a piece of the action.
Geolocation services such as Foursquare, and including Facebook Places and SCVNGR, are still in very infant stages. But clearly as marketing follows consumers to their smartphones, a brand's ability to engage, reward, and communicate with consumers and their greater social networks through a mobile phone app is noteworthy.
The PR potential is both amazing and scary. After all, consumer conversations, whether it is good or bad for a brand, can spread at light speed over social networks.
But if mobile is where it's at in innovation, services, and marketing, geolocation is sure to be a part of that equation moving forward. Businesses and their PR teams would be wise to take a close look at how they can utilize geolocation services like Foursquare.
Looking ahead, Selvaduari said Foursquare hopes to build better self-service tools into the platform so brands can manage their “check-in” locations.
And finally, just in case you were wondering, yes, Selvaduari's mom does use Foursquare.