It seems pretty easy to get elected these days – and I don’t mean to the Canadian federal government  .

I’m talking about reaching the highest office on Foursquare.

Lately, I seem to be a day or two away from becoming mayor of many places I check into for the first time. It’s happened recently at a hotel, an office tower, an indie bookstore, restaurants, The Toronto airport, the gym (where I definitely should not have the honour)…

That made me wonder about the value of location-based apps to users.  Most of the venues I’m mayor of don’t have a clue about my so-called position.  And if I mention it to staff, they get a quizzical look in their eyes.  These establishments aren’t doing anything to encourage folks to check in by offering incentives or even a nod of recognition when I arrive.

Now, I do see the value for businesses if they’re using it to engage their customers.  And if enough people check in at energi PR on a regular basis, then that can become another awareness tool. But is it enough?

Personally, I find location apps useful at conferences, like the recent #CAPRSA I attended, where you can see who’s at various sessions (informative) or who’s the mayor of the bus (fun). If you’re a student of sociology, you have access to someone’s urban footprint.  San Francisco is testing out a parking app and that makes sense too.

But other than the reasons I mention above, does anyone care when that I like to walk around my neighbourhood in the evenings and incessantly chronicle my path?

In retail, it’s location, location, location. In social media? Right now, I’m not so sure.

So for the next little while, I’m going to limit my check-ins to the office, conferences and social media events.  As for other venues: If nominated I will not run, if elected…

I’m really interested in hearing your take on this. Are you experiencing location frustration and, like me, checking out?

About Martin Waxman

Martin Waxman, MCM, is a digital communications strategist. He conducts AI research, leads digital and social media training workshops and speaks at events across North America. He's co-founder of two PR agencies, president of a consultancy and has worked in the industry for nearly 30 years. Martin is a LinkedIn Learning instructor, teaches digital strategy and social media at McMaster University, the Schulich School of Business, University of Toronto SCS and Seneca College. He's a member of the Institute for Public Relations Digital Media Research Center and a past-chair of PRSA Counselors Academy. He has a Master of Communications Management (MCM) from McMaster-Syracuse Universities.

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