Many online advertising specialists are recommending the increased use of social media alongside other strategies such as search engine optimisation. Other online advertising specialists would argue that search optimization is now a lost cause, and reactions from social media have a more relevant effect on a website’s organic search engine positioning than any action performed by search engine optimisation experts. The latest addition to social media is based on location. Facebook is launching Facebook Places as an alternative to Foursquare, a social channel that is not as well known in this country but does already have some adherents. It is inevitable that Google will launch a similar programme.

The basic premise of a location programme is that when a location visitor arrives at a location registered in the programme, he “checks in” so that the location operator is aware that a programme member is present. Thus, loyalty incentives may accrue based on the number of times the visitor has checked in, or on the number of programme members are present. There is also the assumption that the first thing a visitor does on entering a bar is use his phone instead of using the venue for its primary reason. For enterprise proprietors who cannot realise the benefits of such a location loyalty programme, Foursquare includes case histories explaining how organizations have made use of the service.

The sort of enterprise that could gain from this has to be social location, such as a restaurant, and it is difficult to realise how any other type of enterprise location could profit. For example, the home stadium of an ice hockey team has been registered as a location in Foursquare but why? It does not own the location or its catering outlets, and is not even guaranteed use of the location for the coming season.

Some outlet will have a pertinent search engine positioning on a search request, but they are unlikely to include keywords that have been used for the search request – it will probably be a mention of the enterprise name. Similarly, if check-in references appear on a search results listing, how informative will they be? search engine optimisation is more directed to the selected keywords that a possible consumer will use who is not aware of your business name. Using search optimization strategies can make your enterprise more noticeable to anyone using a search regardless of their social channel preferences.

Facebook Places and Foursquare seem to represent alternative ways of operating loyalty programmes if your typical consumer is someone permanently attached to a mobile device and could be attracted to your restaurant and feels compelled to inform all his social friends where he is at that precise moment. By providing incentives to location programme members it can be a way of attracting customers on what would be a quiet night. To many people, these location schemes are just another invasion of privacy. Online advertising specialists have also noticed the possibility for abuse of these programmes. To ordinary customers who prefer to stay away from the social media for whatever reason, and organizations that can see no need for a social presence, conventional search optimization strategies will still have a greater effect through a raised organic search engine positioning on a traditional search engine.