"At the end of the day, there is a shift happening where folks have to measure what engagement really means," says Tristan Walker, director of business development at Foursquare. "What is an impression worth? What is a click really worth?" And what about a check-in? AmEx and Foursquare are going to answer that question.
Facebook's foray into the checkins game seems to be getting a lot more interesting: According to some reports, the social network is adding checkin buttons to events, if they're timely and nearby to a user.
Could the expansion of Foursquare's API allow it to become a universal look-up list for venue and location data for all location based services online?
Foursquare's rolling out yet another feature, a revamp of its merchant platform dubbed "Specials," continuing its recent trend of expanding its core checkin game.
Location-based social networks are getting a lot of media attention and many businesses are experimenting with incorporating these services into their marketing mix. However, will these services truly go mainstream? Some have questioned whether LBS provide true business value for brands.
