Love Lost In Foursquare Breakup

As a hardcore Foursquare user, I hate to admit it but the service has lost a bit of its mojo with the recent update which split the service into two components – Foursquare and Swarm.

The new Foursquare functions similar to Yelp and expands on the service’s previous efforts to focus on local discovery and recommendations. Foursquare continues to deliver on both aspects but now relies on Swarm, its sister app for new location data.

Swarm functions much like the original Foursquare and is faster than its predecessor for check ins. Some of the components migrated over from the original service include the ability to see nearby friends, check in to various locations, and view venue specific info. Added to the service is an increased awareness of your location when you open the app, stickers to represent actions, and similar to Facebook’s recent “Nearby Friends” feature, the ability to broadcast and share your location with friends to increase the chance of impromptu meet-ups.

Core components missing from the new apps include the stat board, badges, points, and Foursquare's popular Mayorships.

The Foursquare breakup while not perfect isn’t a death sentence for the location service necessarily. It’s likely only the beginning of the next chapter.

As a longtime underdog in the social media world Foursquare has adapted and changed with the times. It has proved it can be resilient and focused on an established vision. All being said however with its increasing age, it runs the risk of losing ground to newer apps on the market. One of the most notable is Move. It was recently acquired by Facebook and tracks movement and location without the need for user driven check ins. Paradoxically, it’s powered by Foursquare for location data.

For now I’m still in, even if it means I can’t be the Mayor of my favorite spots.

Outgrowing the Walled Garden

Since its launch, Facebook has been on a steady march for the open web. Following the company’s history you can see some of the subtle signs. First it was a move away from college exclusivity and most recently it adopted hashtags to make content searchable. Last week Facebook took its efforts to make data public further by announcing the ability for users to embed posts in other parts of the web. Similar to Youtube, Twitter, and other open social networks, Facebook is now beginning to live outside of its “walled garden.”

This maneuver will increase the network’s ability to seep into other aspects of our lives. At first the thought of this occurring seems like a dramatic departure from the networks roots but taking a step back it’s actually part of a trend already occurring without Facebook intervening. Think about it. Today posts are already shared by media and people outside of the network’s ecosystem. From text conversations to screenshots appearing on various parts of the web, Facebook is becoming present even when you’re not logged in.  To increase the potential of this trend growing Facebook is merely providing brands and users with the ability to take their content and place it wherever they want on the web.

Now in a new era of social media we are beginning to see a shift towards open environments focused on sharing content universally with the web, not just a closed group of friends. Slow to the public stage Facebook is finally pulling itself onto the open web, dragging its reluctant user base with it.

[Photo Courtesy of Snlsn]

SMC Seattle Looks Ahead at Social in 2013

SMC Seattle started off the year with a bang on Tuesday by hosting "What's Hot a Look Into Social and Digital Media in 2013." The event took place at the Social and offered Seattle's social media community a chance to reflect on the past year and discuss what was in store for 2013. To help with the conversation, SMC had a panel featuring representatives from Microsoft, Amazon, REI, the City of Seattle; PwC monitored the event. I've provided a list of the speaker's names and twitter handles at the end of the post.

2012
In a 1,000 Words
Taking a look back at the past year the panelists unanimously agreed that 2012 was the year of image based social media. Over the course of the year we watched the rise of two networks, Pinterest and Instgram. Both were notable for two different reasons. Pinterest came out of nowhere but became widely popular with women and retailers who found the site to be a perfect digital storefront. Instgram began its life as a well kept hipster secret but officially became mainstream after Facebook purchased the service. Image driven social media changed the digital landscape and allowed organizations to effectively deliver messages to audiences through photos. REI mentioned during the event that Pinterest has now become one of its top 10 traffic sources.

2013
An Expanded Tool Box
Social media measurement will continue to be vital for businesses in 2013 as they decide how to allocate  resources. With new social sites like Vine emerging frequently, it's becoming more important for community managers to be able to quickly analyze conversations and determine what's an effective platform for their brand. During the event PwC predicted that 2013 would be the end of "shiny object syndrome," hinting that many companies would be taking a step back to listen and optimize their digital efforts. The City of Seattle brought up a good point during the conversation stating, it's often impossible to be on every network out there. It's becoming increasingly important to understand where your audience is and the most effective means to deliver your message.

Organizations are also becoming less reliant on third party tools. Amazon mentioned its a strong believer in creating in-house social tools to help customers. REI is also a believer in developing tools internally. The outdoor retailer just recently developed its own social network titled REI 1440. The site is focused on user generated content (UGC) and integrates seamlessly with other networks. REI believes that UGC will become increasingly important for companies in the future as they further cultivate relationships with customers.

Creating Connections
People are increasingly interacting with brands online to receive support. This unique touch point is providing brands with the opportunity to market themselves and cultivate relationships with customers. Microsoft mentioned that relationships are important with customers because it increases the level of trust and authenticity. When done correctly, this type of interaction can lead to better services and sales.

As the only government representative on the panel, the City of Seattle offered valuable insight into how its using social to help citizens. An early adopter, the city has seen its efforts evolve from blasting content to fostering dialogue and listening to citizens about their concerns. The city hopes to utilize social to allow for people to engage with government abroad and personalize it.

What's Next?
With new networks and expanded services already on the horizon, 2013 is shaping up to be an interesting year. Issues that I'm currently keeping my eye on are social search, video sharing, and influencer measurement tools For other great recaps, be sure to check out posts from Beth Evans and Kelsey Kaufman.

What are your thoughts for social in 2013 and what are you excited to see?

Panelist Info:
Sabra Schneider: Director of Electronic Communications, City of Seattle
@sabrak

Lulu Gephart: Manager of digital engagement, REI
@lux2

Lourdes Orive: Director of Community and Online Support, Microsoft
 @lorive

Moderator Info:
Dustin Johnson: Managing Director in PwC’s evolving Digital Change and Social Business practice
 @dustinjo


[Photo courtesy of Flickr user Emily Marsden]