When Foursquare parted ways* with its co-founder Naveen Selvadurai in early March, some saw the surprise move as a sign that things at the geo-local darling were destabilizing. Unlike its social media brethren in Facebook, Twitter, Pinterest, Instagram, and even Tumblr, Foursquare had seemed to plateau in popularity and function. Its user base was strong in a niche sense (i.e., in certain urban areas, among certain specialized demographics), but for the most part, their numbers just didn’t compete. Co-founder Dennis Crowley was constantly on the defensive, having to not only explain the why? behind checking-in and the what? behind those funny-named badges but also the what else? when it came to Foursquare’s purpose.
Today, the world got a brand new answer to the last question with the announcement of Foursquare’s ‘Local Updates,’ a function that allows businesses to communicate daily deals and other special announcements to their most loyal customers. For regional and national chains, the new feature is particularly useful as individual branches can tailor their messaging, geo-locally. The GAP in Tampa, for example, can send out a different promotion than the one in Grosse Point. The best thing about it, though, is that you don’t need to sign up for the new function: the messaging will be generated according to previous and current check-ins and ‘likes’ and will simply appear in the friends tab as soon as you travel to a new neighborhood or city. To disable ‘Local Updates’ is equally simple, says Foursquare’s blog: “Just turn them off with one tap.”
For a more detailed guide on ‘Local Updates,’ watch this video Foursquare released today:
*While Selvadurai no longer works at Foursquare, he continues to serve on the company’s Board of Directors.
(Image via Foursquare)