Location Schemes The Newest Feature On Social Services
Many online marketing commentators are suggesting the increased use of social channels alongside other techniques such as search engine optimisation. Other online marketing commentators would argue that search optimization is now a lost cause, and reactions from social channels have a more relevant influence on a website’s natural search engine positioning than any action performed by search engine optimisation professionals. The latest addition to social channels is based on location. Facebook is launching Facebook Places as an alternative to Foursquare, a social network that is not as widely recognised in this country but does already have some followers. It is expected that Google will launch a similar programme.
The basic premise of a location programme is that when a location customer arrives at a location registered in the programme, he “checks in” so that the location operator is aware that a programme member is present. Thus, loyalty bonuses may accrue based on the number of times the customer has checked in, or on the number of programme members are present. There is also the assumption that the first thing a customer does on entering a bar is play with his phone instead of using the venue for its primary reason. For organization proprietors who cannot appreciate the benefits of such a location loyalty programme, Foursquare includes case histories documenting how organisations have made use of the programme.
The sort of organization that could gain from this has to be social location, such as a nightclub, and it is hard to appreciate how any other type of organization venue could venue or its catering outlets, and is not even guaranteed use of the venue for the coming season.
Some mentions of an organisation on a social outlet will have a important search engine positioning on a search request, but they are unlikely to include keywords that have been used for the search request – it will probably be a reference to the organization name. Similarly, if check-in references appear on a search results page, how informative will they be? search engine optimisation is more focused on the chosen keywords that a prospective customer will use who is not aware of your company name. Using search optimization techniques may make your organization more noticeable to anyone using a search regardless of their social network preferences.
Facebook Places and Foursquare appear to represent different ways of operating loyalty schemes if your typical customer is someone permanently glued to a mobile phone and could be interested in your nightclub and feels compelled to inform all his social friends where he is at that exact moment. By providing incentives to location programme members it may be a way of attracting clients on what would be a quiet night. To many people, these location schemes are just a further invasion of privacy. Online marketing commentators have even noticed the opportunity for abuse of these programmes. To everyday clients who prefer to stay away from the social channels for whatever reason, and organisations that can see no need for a social presence, conventional search optimization techniques will still have a greater influence through an improved natural search engine positioning on a conventional search engine.
