Will Foursquare be a hit in the UK?

A location-sharing network

Foursquare is a location-sharing social network that has been a huge hit in the US. The recommendation engine allows you to check-in to places and take advantage of offers available whether it is a restaurant, bar or hotel.

Individuals can also just use the app to see what is around them and they can discover new experiences from what their friends have liked. The aim of the social network is to map out the world for its users.

1.5 billion ‘check-ins’ so far

The New York based social network has already recorded an impressive 1.5 billion ‘check-ins’ and has over 20 million users. Co-founder and chief executive Dennis Crowley has recently hired Foursquare’s first UK employee, Omid Ashtari, who previously worked at Google.

The new director of business development will promote Foursquare to British brands and really bring the location-sharing network to life according to Crowley.

Will the UK take to Foursquare?

The UK is slightly behind the US in terms of getting on board with Foursquare but Crowley thinks that will soon change and the recommendation engine will be a big hit in the UK like it is in the US.

The co-founder is looking at expanding the UK team which will make a huge difference in turning the location service into a success in the UK.

Crowley also believes that Foursquare has created a well-carved niche in location services. He stated people use Facebook for status updates, to look at photos and share information with their friends. People who use Foursquare want to discover more about the location they are in and what deals are on offer.

http://twitter.com/PamperAndPose Lisa Marie Gee

I’ve never even looked at Foursquare. Are we not in danger of social network overload now? I suppose I should check it out, but do you really think it is going to take off here? Surely there’s a reason it hasn’t done so far?
- http://www.candidsky.com CandidSky
  
  Hi Lisa, yes there is a danger of overload. To combat this it’s important to regularly segment your market down (location, age, gender, interests, spend etc) and then find out which social network your customers spend most of their time.
  
  I regularly speak with businesses who mainly use Twitter as their main focus. However when we start the segmentation process we quickly find that the majority of their customers reside elsewhere and only a small minority use Twitter.
  
  When I ask them what prompted them to use Twitter their response is always the same – “because it’s easier”. This is a big red flag, you should spend any allocated time for social media in the area that has the most impact and not in the area that’s the easiest to use.
  
  Lisa with regards Foursquare you should look at your market and segments and ask simple questions like – are my customers here? If they are, can I add value for them here?, Why are they here? If you do this you’ll have more clarity and justify any time invested on this platform.
  
  As for your question will Foursquare take off in the UK? only time will tell, however I think it will have a small impact on the UK but nothing on a major scale. I also got the following response to your question:
  
  Via Twitter from @acrobatonline
  “For a specific socio-economic and age profile yes”
  
  Via LinkedIn from a respected marketeer Dan Sodergren:
  “No – well in London – but I wouldn’t think so elsewhere”
Anonymous

I was using it for a short while but did not really see the benefit. This was back in the middle of 2011. Doubt it will really take off but who knows.
- http://www.candidsky.com CandidSky
  
  How did you use it? as a consumer or business?
  - Anonymous
    
    As a consumer. I thought it was spread to thinly, was it about businesses and offers or was it a game between friends and strangers to see who get the most badges and become mayor? To me it seemed there wasn’t a clear enough reason or aim.
    - http://www.candidsky.com CandidSky
      
      Interesting, thanks for the insight!