What Is Location-Based Service? (User and Marketer Perspective)

Filed under: Social Media

With rumors circulating that Twitter may integrate a location sensitive element to its tweets I’m sure many people are wondering what that means in general for social media and for the marketing world at large. First a definition. SearchingNetworking.com says: “A location-based service (LBS) is a software application for a IP-capable mobile device that requires knowledge about where the mobile device is located.” For some practical examples of this idea in action see Loopt, BrightKite and Latitude.

What Location-Based Service Means For Users

1. Context- Users can add another dimension to their status updates by showing their location. For example if someone says, “It’s snowing out.” This statement has a much different effect if you can see the person is in Florida rather than, say Maine.

2. The Proximity Effect- Most LBS sites show a map highlighting where you are. When their followers/fans/audience see this then they’re apt to recommend nearby attractions, stores or maybe even notice that their friend is close enough to meet-up with. It’s even a way to meet people you don’t know if you happen to see their messages and note their location is the same as yours. For example someone might Tweet that, “This bar is off the chain!” Noting their location their friends message back and offer to leave the bar they’re currently at next door and meet up with the person who initiated the conversation.

3. Say More with Less- Not having to articulate where you are saves characters in Twitter where each character is precious to the user.

What Location-Based Service Means For Marketers

1. Increased Message Relevance- In theory you could build an application that would allow you to notice all messages sent close to your locale and offer users a discount to drop by. There would be less of a barrier because they’re already in the area. A fine-tuned version might include higher level filters including keywords like “shopping” or “hungry.”

2.  Be a Connecter- Some products/services have a social element. Your bar/restaurant might notice other people who have social profiles set to single and are currently messaging from your establishment. Maybe they appear as red dots on a map to each other. Helping people find each other is a great way to set your brand apart online and offline.

3. Mashup Raw Material- As evidenced by the success of the various Google Maps mashups there is a large amount of interest in combining data you may have as a company with someone’s location. The possibilities are endless and you might even partner with a software developer to produce this killer app. Next you brand it and release it into the wild.

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