Social Media Marketing Agency, fishbat, Reacts to Foursquare’s New Ads

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On July 30th, 2012 fishbat Inc made a comment regarding the announcement Foursquare made on July 25th to roll out an advertising platform that allows merchants to take advantage of “promoted updates.” This move comes soon after other social media platforms such as Facebook and Twitter have begun monetizing their service.

On July 25th, 2012 Foursquare began allowing merchants to use what they are calling “promoted updates.” Foursquare is a social media platform that is location-based. Users can “check-in” to all of the locations they are visiting using their smartphones and other mobile devices.

The “promoted updates” come after the launch of Foursquare local updates. Local updates let merchants send messages to users who have previously checked-in to their location. This allows merchants to target people who already know about their location or brand and have checked-in before. The new “promoted updates” allow merchants to branch further out and reach more people.

The “promoted updates” will allow merchants to reach Foursquare users who may not have ever visited their location before. Merchants can reach users whose friends often visit their location and users who visit similar locations. The ads will not be intrusive as they are currently housed only in the “explore” tab within Foursquare.

Sida Li, Social Media Director at Social Media Marketing Agency, fishbat, says, “Foursquare is making a smart move here. They are giving themselves another form of revenue without really losing the charm of their service. By confining these ‘promoted updates’ to strictly the ‘explore’ tab they are allowing users who want to find new locations to do so and are able to make money while doing it. As long as they don’t start putting sponsored messages all over Foursquare they shouldn’t see much backlash from this move.”

Gap, Old Navy, Hilton, JC Penney, Best Buy and Walgreens are all confirmed as participants in the initial roll out of the “promoted updates”.

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Scott Darrohn
fishbat
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