For Brian Solis and myself, it’s the check-in phenomenon pioneered by Foursquare; I can’t help but note that I’m writing this post on the digital coattails of Facebook’s announcement about Facebook Places. In fact, just over a month ago, I commented about the enormous popularity of Foursquare and similar geolocation-based services and value of the check-in for businesses. While geolocation services still have relevance to merchants for rewarding consumer behavior, my own attitudes about lo-social services are shifting into the realm of purely social.

The check-in has social currency - it’s become implied endorsement, tying together the sum personal brand of your online interactions with the offline world and aligning your reputation and audience with a brand. Checking in at the posh new restaurant downtown, quaint bookstore or big box store carries a message that is broadcast into the social space. As any lo-social advocate will likely report when asked, I’ve connected with colleagues and friends alike around the context of a check-in. How? A push notification alerted me of a check-in at a local eatery a few short steps from where I was, so I popped in and said hello. I’ve strengthened business relationships through the seemingly trivial Foursquare check-ins, begun cultivating new ones and, of course, getting those 20% discounts and free appetizers now and again. For me, the reward of deepening personal relationships initiated in the digital social space is of far greater importance than a badge proclaiming me as a ‘Super Local’ or ‘Oversharer’.

For those visual learners out there, check out a visualization of my Foursquare check-ins. It’s pretty snazzy if I do say so myself.

Originally posted on The Social Siren

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