Online Test Banks
Score higher
See Online Test Banks
Learning anything is easy
Browse Online Courses
Mobile Apps
Learning on the go
Explore Mobile Apps
Dummies Store
Shop for books and more
Start Shopping

How Social Networking Drives Location-based Service Adoption

Social networking will continue to drive the adoption of location-based services and should be considered a part of any location-based marketing campaign. With Facebook accounting for one out of every four page views on the web in the United States, people are spending a lot of time networking.

Part of what makes social experiences richer with friends and family is not just knowing “what” they’re doing but “where” they’re doing it. Location-based services go a long way toward facilitating the “where.”

comScore’s demographics of U.S adult mobile users who accessed check-in services in March, 20
Credit: Courtesy of eMarketer, Inc.
comScore’s demographics of U.S adult mobile users who accessed check-in services in March, 2011.

From a personal perspective, many people using location-based services today do so because of the gaming factor — earning badges and winning prizes. Others do so to gain social credibility by letting their friends know that they’re at a concert, cool bar, or trendy restaurant.

Looking at the power of social networking from a business perspective, they’re equally if not more so motivated to have their customers not only checking in to their physical locations, but also sharing these check-ins with their social networks.

The force that drives social networking is the social graph. A social graph consists of everyone that someone is connected to online: friends, family, former classmates, co-workers, and neighbors.

Services like Facebook and Twitter keep this collection of connections centralized and accessible by other applications. When a user creates a social graph, other applications such as Gowalla or Yelp can grab that social graph, and that information can be easily shared across more networks.

  • Add a Comment
  • Print
  • Share
blog comments powered by Disqus

Inside Sweepstakes

Win $500. Easy.