Facebook is another step closer to world domination. Information has leaked that Facebook is set to roll out location-based features for users and brands as soon as this month. According to Advertising Age, users could see location options any day now.
These features include the ability to check in at various locations, including retail spots and restaurants. It’s unclear as to whether users will be able to add or customize their own locations, but it’s pretty evident that this move will put Foursquare, Brightkite, Gowalla and other location-based services in an uncomfortable position. Personally I find my Foursquare iPhone app easier to use than my Facebook app– not sure if I would use Facebook to check in or not. I guess I will have to see the ease of use of the interface but at the same time it makes more sense to do everything from one spot.
Meaning for Users
The ability to check in to different locations is a game-changing feature for Facebook. Foursquare, Gowalla, Brightkite and other startups that specialize in location-based features and services — and that often take checks from corporations for branded integrations — might have trouble competing with a Goliath like Facebook if the push toward check ins continues. Facebook has the user base and mainstream adoption to bring location-sharing tools to a huge audience, excluding these newer competitors from the market. And if the company is rolling out features now, that likely means an acquisition is not likely, either.
If this feature does indeed roll out soon to end users, it also brings with it another round of privacy concerns. It’s clear that not all users understand the risks of public sharing or how to protect their likes, groups and updates. When they risk exposing their locations to the general populace, another layer of security precautions is sure to follow. I guess it will continue to making stalking even easier.
Meaning for Brands
McDonald’s will be the first brand to test the new features. The McDonald’s integration will involve users checking in at McDonald’s restaurants and showing featured food items in their posts. Digital advertising and marketing shops around the country are preparing to construct campaigns around this new functionality. Too bad that still won’t get me into a McDonald’s. I would prefer to go the Foursuare route that is testing their brand marketing with Starbucks first. Besides I don’t think I want to make eating fries and burgers public knowledge! But that’s just me.
It’s interesting to note that this move further puts Facebook into competition with Google for local advertising dollars. Being able to target users geographically as well as demographically gives hyper local advertisers an edge and might cut into Google’s most profitable revenue stream.
Would you use Facebook rather than Foursquare to check in to restaurants, night spots or other locations? Do you think Facebook can beat Foursquare and other services to making location check ins mainstream? Let me know what you think! What else will Facebook try to take on and who else?
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