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For many consumers, Foursquare was an app to assist in their humblebrags about the cool places they’d visited. They changed the game in social literally by making gamification mainstream with their rewards of badges and mayorships.Yet recently they announced a major rebranding. Gone are the days when their focus was to get you to “check in” at exotic locales around the world. Their new focus is to help you find the best places near you which makes them more closely aligned with other apps in the local search and social sandbox.

If you were a check-in-aholic you still need not fear. Earlier this year they launched a check-in app called Swarm that is meant to work alongside Foursquare. As a Foursquare early adopter, I must admit that it’s interesting to see your favorite app’s and social networks grow up and evolve to something different than their original intent. Yet, it’s not the first time this has happened. Remember when Facebook was a platform for college aged students to stay in touch?

Overall, I think the rebrand of Foursquare is a smart move. Although they have lost a bit of their unique edge with the separation of check-in and suggestion functionalities, they seem to be in a better position in the overall local space with their new outlook. In terms of big data they’ll be a rising star as their new position allows them to capture even more information about your movements than before.

The cherry on top of the sundae is their new branding and logo. I noticed it for the first time this week when my app updated. It’s striking and the F in Foursquare takes the form of a location pin. I see what you did there Foursquare! Overall I’m interested to see how these changes affect the local/search/social game. What are your thoughts on the recent changes made by Foursquare?

 

Most brands that engage in social are active on at least 2-3 different networks. That means they are challenged with managing multiple communities that may like to digest content differently. The good news is that with a little bit of cross-network promotion, they can leverage their various channels to fuel faster community growth and stronger brand awareness.

When a brand engages in cross-network promotion they are using one network to promote another. This could be as simple as asking your community on Facebook to also follow you on Twitter. Or, you could kick things up a notch and create a more integrated promotion sure to grab the attention of your audience.

Example: #OldSpiceAdvice Twitter Chat 

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When Old Spice needed to build an audience to participate in their #OldSpiceAdvice Twitter chat they tapped into their 225K followers on that network. That outreach likely built a solid crowd for high engagement. However, tapping into cross-network promotion allowed them to expand the reach of their promotions to an additional 24.5K followers on Instagram and 2.6 million fans on Facebook.

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