Listen To Those That Are Talking About The Brand Experience.
I've realized that my own experience with the location apps has changed in the last five years. When I go out of town, I use Yelp and Trip Advisor. When I want to share where I am, it's with an image on Instagram. I used to get notes from friends on Foursquare, but now that just happens via Twitter or Text. When I was asked to get Swarm, I did, but it's cheesy orange and overall brand looks like it was made for a 16 year old to track friends, not a professional adult celebrating the support of local businesses.
I've started using Facebook Check-in and the image pop up on mobile is great - it shows photos and tells me who of my friends has been there and their comments. And I can choose privacy options.
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