"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.
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.