Laura Covington: The Innovation 50

Communications associate, Foursquare

Laura Covington is one half of Foursquare’s lean communications team. She joined Foursquare in 2011 after a spell at nonprofit Alliance for Health Reform, and now serves as senior communications associate.

Along with Foursquare corporate communications director Brendan Lewis and PR agency DKC, Covington is responsible for telling the company’s story during a period of great transformation. Over the summer, Foursquare split into two separate apps: Swarm, which acts as a social heat map and allows users to check in to locations, and a relaunched eponymous app focusing on discovery and personalized local search.

The new Foursquare repositions the company for the future and helps it compete with sites such as Yelp and Google. However, not everyone welcomed the changes, with some social media users protesting Swarm after its launch with hashtags such as #killswarm. Covington has a big role to play in explaining Foursquare’s new direction and introducing the apps to a larger audience, as well as convincing investors the new strategy can make money.

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