I was recently asked about the multiple functions of the location-based platform, Foursquare and how to treat a profile versus a page when you are the face – the brand – of your company. I could see how this may be confusing to a brand as you don’t want to confuse your existing or potential clientele. You also want to highlight relevant, unique content, not duplicate a bunch of information in fear of overloading a follower, or be sure to place the information on the correct page. No fear, I created a quick reference to make sure you showcase your brand in the best light possible while still maintaining your personal identity on this social media platform.
Here’s the situation breakdown:
Dilemma: How to showcase tips and check-ins to followers? Go with the business page or personal profile? I have both – should I merge the two?
Goals: Brand & team awareness, drive traffic to site, be seen as communications expert and get hired!
Understanding the Difference
Although you may be the brand, there is still a clear distinction between the business and the person. The person of the brand will still engage in personal and professional activities such as going to a friend’s birthday party or attending a networking event. However, the brand will want to appear in the professional light but still having personality. Therefore, keep the personal and professional separate but understand the natural marriage that will happen when you are the face of your brand. In the end, although one check-in might work for your personal, it may not make sense to your followers on the professional end.
Tips and Check-Ins
To further expand on the previous number, it’s important to understand and clearly define what you will choose to promote on the personal and professional pages.
For example, on the personal side of the spectrum, a real estate agent, who is the face of her brand, may check-in for a casual lunch during the day that may not have a direct relation to her business. Leave that check-in and tip on your personal page. It’s okay – you have branded your name so if there is any chance of a potential opportunity, it will be able to reach out to you even on this page.
The branded page – your claimed venue – regardless if it is brick-and-mortar or a virtual space, should relate directly to your business and provide tips to your followers that are relative to this space. For example, the real estate agent could post a tip regarding a networking event and leave a tip about the group’s association or a benefit of attending.
Did you get another certification or attend a class? Check-in and post relevant tips or knowledge further emphasizing your expertise. Or, perhaps the agent visited a strategic alliance’s offices, such as a mortgage broker or trusted home inspection agency.
Let your followers know you were there – maybe your alliance will return the favor and share your brand with their following as well!
Be aware of your check-ins! Avoid mixing and matching. This will cause you to divide your loyalty/experience and perhaps your expertise as it is perceived by your following. As badges start to level up and have numerical numbers appended, the number may be soon attributed as a trust value. For example, if you travel a lot and want to achieve the “JetSetter” badge, if you continue to give tips and check-in on both accounts, it will not only take longer to achieve the badge, but a follower will most likely trust another brand’s traveling tips with a higher level badge. Don’t make this mistake! Be seen as the expert!
Although there are several other methods to promote your brand on this unique platform, this is a brief intro on how you can begin to differentiate and grab hold of your Foursquare reputation and really showcase it in the appropriate light!
