Now that colleges and universities have passed Social Media 101 – what’s next?
Most 
institutions have a presence on Facebook, Twitter and YouTube, using the networks to connect with current and prospective students, faculty, alumni, donors and the public.
But, like any smart business, institutions of higher education are on the lookout for the next best marketing tool. Some are turning to Foursquare, the self-described “social city guide” that allows users to “check in” at various locations using the mobile application, discovering where their friends are and acquiring information and discounts for the venues.
Founded in 2009, Foursquare has grown to nearly 30 million users, many of them teenagers and young adults who are seeking a social network that is not dominated by older siblings and, especially, their parents. A recent YPulse research study showed that 18 percent of teens prefer to “check in” on Foursquare rather than Facebook. Among young adults with smart phones, 23 percent between the ages of 18 and 29 use geosocial services such as Foursquare, up 5 percent from 2011, according to Pew Research.
This is a trend that colleges and universities should watch, as it is exactly the demographic they are striving to reach.
Foursquare sounds like a game – for good reason. It is designed to be fun. After checking in, users obtain “tips” about the location and earn rewards, such as coupons and Foursquare badges. The person who checks into a location the most over two months becomes the mayor of the venue, becoming eligible for additional perks and prizes. By sharing their locations, users learn where their friends are hanging out without sending multiple texts or checking Facebook statuses.
It seems a natural application for the generation that grew up playing video games and using smart phones. Yet college administrators may wonder, “What does it have to do with marketing our institution?” It’s a valid question to which many institutions are finding an answer.
After opening a Foursquare account, a college claims management of every venue on campus, even adding spots that don’t exist on the Foursquare website. When students and visitors to campus check in at a location, tips created by the school, such as “President Bill Clinton delivered the commencement address here,” “Free tickets for the football games” or “There is a two-for-one special on pizza today” appear on the application.
Here’s how some colleges and universities are using it:
Support Recruitment – Interesting tips, photos and facts are highlighted about a building or area to provide a mobile interactive approach to a campus tour. Prizes and discounts, such as coupons for the school store, are offered to prospective students who check in the most.
Bolster Event Attendance – Tips publicize an upcoming performance to generate a pre-event buzz. By monitoring check-ins, colleges determine what is popular with students, providing valuable data for scheduling future functions. Freebies, such as tee shirts for the first 100 attendees at an event, are promoted.
Enhance Student Life – “Insider tips” are offered for locating quiet study spots or the best place to grab a late-night burger. Free meals are awarded to those who check in the most at dining halls. Students who receive the most badges are entered into drawings to win a desirable prize, such as a new iPad. Campus-wide competitions, such as scavenger hunts with clues offered at various check-in spots, are created. Schools also expand their area to off-campus businesses, which offer discounts to students, making the service more desirable.
Foster School Spirit – Students who check in at school sporting events are alerted to discounts at the campus bookstore for spirit gear. The “mayor” of an athletic venue is offered courtside seating as a reward for regular attendance. Incentives to attend are publicized on days leading up to games.
Promote Campus Initiatives – Colleges that promote sustainability, for example, use Foursquare to direct students and visitors to recycling bins and locations for donations. Rewards are offered for tips that help conservation efforts. Admissions, Athletics, Dining Services and Student Activities, as well as Public Relations, engage in the marketing of specific programs and projects.
Opening a Foursquare account is only the first step to using the social network. Colleges and universities need to market it to students and other members of the campus community. That means promoting it on Facebook, Twitter and the website’s student and Admissions pages and blogs. Posters and flyers at venues should remind students to check in. Information about joining the school’s social media networks can be included in recruitment materials and campus tours. Introductions to Foursquare can be part of new student orientation and welcome week activities each semester.
Colleges that effectively incorporate Foursquare into their social media game plan may find it to be a winning strategy.
Very informative and interesting blog to read Patti! I have heard of Foursquare in the past but I never really knew what it was all about until I read your blog. After reading your blog, I wanted to see if my alma mater, Saint Anselm College, used Foursquare…and sure enough they do, (https://foursquare.com/saintanselm). Sadly Foursquare was just getting started when I was getting ready to graduate from Saint Anselm College but now I am interested to see if students are using the application when they go to hotspots like the college pub. You did a great job explaining all the benefits of Foursquare and based on what I have read I think that more businesses should become a part of Foursquare. I look forward to see what you will be writing about next!
I had no idea how useful Foursquare could be on a college campus. Having various check-in points across a university campus seems like a good idea to promote various campus events especially when it can enhance student life. Students would have more incentive to to check into places across campus if they received coupons or discounts at various restaurants on campus or received gift cards to the campus bookstore. I never thought Foursquare would be a social network universities would use but after using your blog I can see how effective if would be.
I never considered how useful Foursquare could be on college campuses. What a great tool social media is for connecting with students. It can really add value to the college experience. I love the “insider tips” portion for locating quiet study spots. At times, those can be hard to find. It would be interesting to see if there is a difference is benefit between small and large schools when it comes to using the app. to generate school spirit. I went to Carolina (UNC-CH) and I can only imagine how insane the competition to be mayor of the Dean Dome (basketball) would be. Although, I can see how it could really increase turnout for lesser attended sports, like women’s volleyball or softball. Another use you mentioned, promoting school initiative, is an interesting use of the app. that I never considered. What a great way to get students involved in conservation and improving their community. Thanks so much for such an informative post. It has me pondering other uses for Foursquare, not just the typical check-in and get a free coffee coupon.
I enjoyed your post about foursquare but I just don’t know how much I like the fact of people always knowing where you are. I am a ten year volunteer and advocate of the Polaris Project, which is the nationwide Human Trafficking organization. So many victims are targeted from online, and I just have a hard time feeling secure about my children being away at college and letting everyone know where they are. Great post and a good idea, but I just feel it is so unsafe.
I agree with you that privacy is important. Anyone using social media has to be conscious of appropriate privacy settings and sharing of information with others, whether Foursquare, Facebook or any other platform. Foursquare, while a location-based application, states that it does not share users’ information or locations. When the user “checks in,” he or she can decide whether to share that information with friends. More information is at: https://foursquare.com/privacy/.
I second everything said above. Foursquare can be an excellent way to give tours to potential students to get an idea of the feel and history of a campus. It’s also an excellent way to promote deals for food or books from the store. That’s exactly how I started using Foursquare was for the deals. One idea that nobody else touched on was the potential to keep track of class attendance through the service. Location based services such as Foursquare have a pretty narrow range and sure there would be room for a little cheating by giving a friend your phone to check in, but it’s something social that I think many students could get behind to make class a little more fun.
I have never heard of this app, but after reading this post I don’t understand why all schools aren’t utilizing this resource for marketing purposes. I found the “forstering school spirit” very unique and interseting. I am going to look into this app a litte more!