Four Square: The Next Twitter?

No, we're not talking about the childhood game that solidified (or stained) our playground "street cred" in grade school. Four Square has become a mobile phenomenon that stands to be the next Twitter. Or Farmville (minus Facebook). Why such a bold statement? It's been reported in more places than one that mobile-meets-social is going to be the next craze in social networking, as well as mobile technology. Well, dear readers, it's here!

Four Square is a cross-platform game (although some iPhone users would prefer it to be the sole platform…for exclusivity and bragging rights, of course ;) that allows players to check-in at various venues using a GPS-enabled device (mainly phones). The idea is that you can collect points by checking in at new and frequented places while sharing your whereabouts with friends you have approved. In the event that you and a friend are in the same locale, you can have a meet-up right then and there. Your conversation and interaction no longer has to be had solely through technology. Instead, technology is now the starting point in true social interaction rather than the sole facilitator.

But wait, I know what you're thinking: why does an interactive agency care? Aside from the fact that we are made up of humans who crave social interaction as much as the next guy, we see this new game as a chance for brands to take advantage. Yes, brands! Especially the local, small guy. Some venues are already hip to the game by offering discounts and freebies to users who become the "Mayor" of their venue (because they've checked in the most times). It's also a chance for venues who may just want to retain customers to offer up specials, discounts, and freebies to users who may be new to their place of business.

As a brand, knowing where your audience frequents may help you pinpoint where to send street teams, sponsor dollars, and sample products. Rather than using the standard shotgun approach or the dreaded forecasting models, brands can learn where the community is in real-time. Now, it's a matter of being able to respond in real-time, a paradigm shift that will make or break many brands in the years to come.

Chris Pitre, IDEA's social media strategist, is an avid fan of social, tech, and pop culture who retains large amounts of life-saving and brand-building trivia.