1. Foursquare—Transforming Relationships

2. Founded by Dennis Crowley and NaveenSelvadurai in March 2009 Location-based application Check in at random locations with phone (Foursquare, 2010) Foursquare

3. Individuals Mostly middle-aged and younger (Quantcast, 2010) Organizations Businesses (Restaurants, Retail Stores) Universities (Foursquare, 2010) Foursquare Users

4. Entertainment Share insight about locations and products Receive knowledge about locations and products (McCarthy, 2010) Connect with friends (Wortham, 2010) Economic Obtain discounts through “Mayorship” and frequency of visits (Foursquare, 2010) Why Use Foursquare--Individuals

5. Individuals Entertainment and Economic Needs Organization Primarily Economic Needs Foursquare—Solving Problems

6. Entertainment Needs Boredom Confusion Indecisiveness Economic Needs Can’t afford favorite restaurant or store Individuals’ Needs

7. Economic Needs Increase Sales Increase Brand Awareness Organizations’ Needs

8. Offers reciprocal relationship between organization and consumer (mutually beneficial) Users check in to earn “badges”; businesses reward people who check in (Foursquare, 2010) Communication Changer

9. Businesses can immediately reward customers for visiting or for becoming “Mayor.” Users can immediately reward businesses through word-of-mouth publicity. Authenticity and credibility (Foursquare, 2010) Communication Changer

10. Leaves home susceptible to burglary Home Alone Effect Real burglary in New Hampshire Burglars checked Facebook statuses to prey on homes that were vacant (Schonfeld, 2010) Please Rob Me Website explaining dangers of Foursquare and other sites (Borsboom, van Amstel, and Groeneveld, 2010) Problems

11. Stalking Overcrowding in stores Anticipated Future Problems

12. Corporations Offer promotions and discounts to first-time shoppers and loyal customers Builds brand awareness Strengthens relationships with customers Creates dialogue with consumers (4 Ways Businesses Can Use Foursquare, 2010) Foursquare and PR

13. Universities Create official Foursquare page with updates and suggestions Offer information when students arrive at specific destinations Offer badges to people who check in at various places Used by Harvard, Stanford, and Syracuse (Foursquare for Universities, 2010) Foursquare and PR

14. Non-profit Organizations Utilize Foursquare events Emphasize contest-like atmosphere Offer suggestions Foursquare and PR

15. Benefits organizations and individuals Causes privacy issues As long as people are careful, Foursquare is a valuable tool. Assessment

16. Borsboom, B., van Amstel, B., and Groeneveld, F. (2010). Please Rob Me. Retrieved September 28, 2010, from http://pleaserobme.com/why Foursquare. (2010). Retrieved September 23, 2010, from http://foursquare.com/ Foursquare for Universities. (2010). Retrieved September 23, 2010, from http://foursquare.com/universities McCarthy, C. (2010, September 22). Foursquare courts the rest of us. CNET News. Retrieved September 28, 2010, from http://news.cnet.com/8301-13577_3-20017268-36.html Quantcast. (2010). [Graphical data of Foursquare users’ demographic profile].Quantcast Corporation. Retrieved September 28, 2010, from http://www.quantcast.com/foursquare.org Schonfeld, E. (2010, September 10). Facebook in New Hampshire turns into a real-life PleaseRobMe.com. Tech Crunch. Retrieved September 28, 2010, from http://techcrunch.com/2010/09/10/facebook-places-please-rob-me/ Wortham, J. (2010, March 14). Telling friends where you are (or are not). The New York Times. Retrieved September, 28, 2010, from http://www.nytimes.com/2010/03/15/ technology/15locate.html?_r=1 4 Ways businesses can use Foursquare. (2010, May 1). Public Relations Society of America. Retrieved September 23, 2010, from http://www.prsa.org/Intelligence/ Tactics/Articles/download/6C-051013/1011/4_Ways_Businesses_Can_Use_Foursquare? References