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2024年3月31日发(作者：)

南京邮电大学通达学院

毕业设计(论文)外文资料翻译

学

专

院：

业：

通达学院

电子商务

学生姓名：

班级学号：

BusinessHorizons,

外文出处：

Volume55,Issue2,March–April2012,Pages129–139

附件：1.外文资料翻译译文；2.外文原文

指导教师评价：

1．翻译内容与课题的结合度：□优

2．翻译内容的准确、流畅：

3．专业词汇翻译的准确性：

□优

□优

□良

□良

□良

□中

□中

□中

□不符合

□差

□差

□差

4．翻译字符数是否符合规定要求：□符合

指导教师签名：

年月日

附件1：

《商业视野》第55卷,第2期,2012年3月至4月,第129-139页，译文为外

文文献第二和第三部分

网址:

/science/article/pii/S1558

把你所热爱的移动化：移动营销及移动社会化媒体

-----

2.移动社会化媒体与企业：商业用途及其潜力

到目前为止，可以清楚的看到传统的社会化媒体在很大范围的商业部门内为

企业提供了多样的机会。这种理论在一般的社交媒体中是正确的，对某些特定的

应用程序也同样适用，例如虚拟社会世界和微博。拿社会化媒体作为例子，其在

产生病毒性营销形式及支持新产品的发行上已有了很明显的影响。然而，移动社

会化媒体特别是空间-时间这一模式的应用与传统的社会化媒体有显著的区别。

接着我们讨论了企业如何在不同的领域，例如市场调研，交流，促销打折以及关

系发展及忠诚度的项目等领域使用这些具体特征。

2.1.市场调研

移动社会化媒体应用提供关于线下消费者活动在某个水平的细节数据，这在

此之前由线上企业限制。现在任何一个公司都可以知道某个消费者在某特定时间

进入了该公司其中一家经销店的信息，并可以在此过程中提出他们的看法。从历

史上看，公司已经竭尽全力面对他们的匿名客户基础。然而如今，像

Foursquare

这样的应用可以很容易的获得大致的数据，如每一天的用户的签到时间，性别，

或年龄组；以及个体，如：哪个客户经常或最近有登记签到。把这些信息与复杂

的数据挖掘技术相结合可以使传统的杂货店零售商，影音商店及拍卖行能和

Amazon

，

iTunes

或

eBay

一样做有效的营销活动。当社会化媒体大体上一直宣称

更多权力会给最终消费者，移动社交媒体却将一些权力返回到公司。

从

Safeway

—北美第二大连锁超市中百事公司和

Foursquare

之间最近的合作，

我们可以得到一些启示。在三个月的试点计划中，Safeway为那些把自己的

Foursquare

账户和他们的

VonsClub

忠诚度项目卡连在一起的客户提供了一套在选

择百事产品时专用的折扣券。这种折扣券，以忠诚卡的形式表示，直接在结账处

基于他们在

Foursquare

上的使用习惯，针对每个客户印制。如果你是一个习惯在

许多不同地方做早起签到的人，那么，你就可以参加在纯品康纳橙汁和桂格燕麦

的省钱活动。如果你拥有可以通过在健身房30天内签到10次而获得的健身徽章，

那么在你下次训练课程上，你可能会喜欢SoBerLifewater为你提供的补水折扣。

2.2.对话

移动社会化媒体的对话有两种形式，一种是企业与消费者间的对话。例如，

一家瑞典的传媒公司—新城国际，它使用Foursquare软件免费发布每日报纸—《加

拿大地铁》。在

Foursquare

上关注该报纸的用户就可以获得一份基于位置的内容

服务，例如关于附近餐厅的评论。同样的，英国的一位艺术家，CherylAnnCole

通过

FacebookPlaces

来宣传她2010年的专辑—

MessyLittleRaindrops

。只要人们经

过在伦敦或纽卡斯尔的任一海报，就会被邀请到相应的虚拟公告牌上签到。一旦

这样做了，他们就会自动的与

Cheryl

的

Facebook

连接，并可以通过抽奖获得附带

住宿的X-factor的门票两张。这样的签到同样在该艺术家及用户的Facebook上分

享，从而用户的所有朋友都可以看到这条消息，这就相对应的达到了专辑宣传的

效果。除了该案例本身是一个有趣的例子外，这样的应用程序也证明了移动社会

化媒体在监测揭露和媒体有效性上的潜力。

第二种对话的形式是用户自主生成内容（UGC）。如果你的公司有一个很

特别的行为，在

Foursquare

社区就有机会引发讨论并且可以通过传递一个简单的

企业信息转换成病毒式营销的环境。在2010年4月16日，麦当劳随机抽选100位在

店内签到的消费者，并给他们5美元到10美元的礼品卷。这种促销增加了33%的签

到人数，从而造成了超过50篇的文章及博客宣传，从而也促进了成百上千的新闻

及

Twitter

信息。这对于麦当劳少于1000美元的投资成本来说不算是坏的结果！这

种形式给予病毒式营销很大权力，Foursquare可以通过提供“喊”的功能来支持

用户自主生成内容的创作，如果超过50个

Foursquare

用户在同一地方、同一时间

签到，就允许其在某个位置以涂鸦的形式虚拟留言并授予“蜂群”徽章。

2.3.销售促销和折扣

通过说明，Foursquare提供了许多让促销和折扣达到更高水平的方法。记得

过去，消费者需要把打印在报纸上的优惠劵剪下来并用回形针夹起来。现在，

Foursquare允许对促销进行调整，不仅仅针对专门的消费者，还针对某一具体的

时间段。以金融时报为例，它提供了优质的

FT

网站认购价值—300美元，但这只

针对那些定期在伦敦经济学院和纽约哥伦比亚大学某咖啡店的Foursquare用户。

如果你要推销一个新产品，可以遵循美国维珍的例子。在该公司推出其加利福尼

亚—坎昆的服务时，用户可以通过在上午11点到下午3点之间在旧金山和洛杉矶

三个指定的边境烧烤车签到，从而获得价值一美元的两个玉米饼以及一个到墨西

哥的航班。仅在旧金山，就有1300人在规定的4小时内到窗口签到，其中80%人真

正从美国维珍处购买了票。

有时这些促销并不需要与实际的获利联系。例如，咖啡连锁店—星巴克，如

果用户在五家不同的星巴克店签到，应用就会提供给他们一个虚拟的咖啡徽章。

同样的，德国汉莎航空公司在Foursquare上发起了一个啤酒节的促销。消费者在

啤酒节期间到慕尼黑，就会收到一个信息，汉莎航空公司根据在Foursquare上发

布的名单列表邀请他们到慕尼黑的三个不同的活动场所签到。通过这么做，他们

收到了啤酒节徽章以及他们在下一次购买票时可用的20欧元凭证。促销活动通常

被认为是市场营销的丑小鸭：它是必要的和有效的，但很乏味。然而，伴随着像

Foursquare这样的应用的出现，它们可能会成为移动社会化媒体中的美丽天鹅。

2.4.关系发展及忠诚度项目

基本上，长期的发展并不起源于某次由促销活动引起的业务，而是不断重复

的业务及客户忠诚度。谷歌纵横在消费者经常签到的地方提供了铜地位，银地位

或金地位来供消费者选择；美国鹰牌旅行用品商酬劳那些在总价格上有10%，15%

或20%折扣的消费者；在

Foursquare

，用户对某一位置忠诚，也就是说在之前的60

天里最常签到的地方，可以成为那的“市长”，并获得潜在的相当多的利益。以

在英国的多米诺披萨店为例，每个星期三市长就可以免费获得一个披萨饼。同样

的，在黄金科拉尔连锁餐厅，市长每天可以免费吃喝一次。

另一种选择是你将自己的忠诚度项目链接到

Foursquare

，类似于上述的西夫

韦和百事可乐之间的合作。基于纽约的TastiD-Lite公司以冰冻甜点闻名，它鼓励

客户将自己的

Foursquare

和推特帐户与

TastiD-Lite

会员卡连在一起。那些这么做

了的消费者可以获得每次购买时额外的点数。作为交换，他们的Foursquare和

Twitter

账户在每次到店使用会员卡时会自动更新。这种做法增长了

TastiD-Lite

的品牌知名度，并且公司正在尝试把这些自动更新、优惠劵以及消费者的朋友或

关注者可以晚些时候兑换相结合。此外，它鼓励在特许经营制度下经营的

Tasti

D-Lite商店老板与客户相处，并获得基于表现指标作为关系发展的努力。对Tasti

D-Lite

，经销商，消费者以及消费者的朋友而言，这象征着一个四赢的系统。

3.“四I理论”可以看到更多：关于移动社会化媒体的建议

当无数的机会存在于这个新奇的通信电路，着手实践的企业必须同时也注意

到相应的挑战。移动社会化媒体提供了两个无法通过其他渠道提供的信息：消费

者的时间和地点数据。这使得企业可以看到一个完全不同的方面。都说四只眼睛

看得比两只眼睛看的多，我们提出了移动社会化媒体使用的四I理论，来帮助公

司享受这个新环境。首先，企业应以最大限度的尝试将移动社会化媒体活动和用

户的生活一体化，来避免被他们讨厌。其次，这种一体化可以通过个性化活动获

得，即应该考虑到每个用户的偏好和兴趣。再次，把用户纳入到对话过程中。最

后，如果企业真的很幸运，他们甚至可能会引发用户自主生成内容和口碑，也就

是说，它允许在用户生活中进行更紧密的一体化活动。在下面的文章中我们将会

做进一步的解释，尽管这四条建议是针对空间-时间类型的移动社会化媒体，但

它们也可平等的应用于其他三个移动社会化媒体应用类型。（图1）

图1：关于移动社会化媒体的建议

3.1.为避免被用户讨厌，将你的活动与客户的活动一体化

隐私是移动社会化媒体领域的关键因素，因此，企业应不计成本的避免打扰、

妨碍他们的消费者。电脑主要用于商业、搜索及业务，移动设备主要用于和朋友

的通讯。如果消费者安装了你的应用或在你的任意一家经销店签到，就可以看成

是对你公司的信任并暗示着他们愿意与你的公司建立一种商业的、友善的关系。

这时企业应该避免滥用这种信任，例如，有些企业会发布广告信息或用消费者调

查来轰炸他们的用户。否则，公司就要承担这段关系还没开始就结束的风险。永

远不要忘了用户可以通过仅仅点几下就能删除你的应用或限制你的信息。当这条

规则适用于所有类型的移动社会化媒体应用时，就会对时间敏感度的应用有特殊

的相关性，因为如果信息仅仅与很短的时间段有关，企业就会有一个更高的趋向

去超越对话。

把你的活动与用户每日的生活一体化的这种方法是受“路易斯维尔巡回演出”

的影响，这个巡回演出是由Gowalla应用软件和路易斯维尔导游杂志合作组织的。

为了使观光者可以最大程度的享受这趟旅程，

Gowalla

和导游杂志提出了八个主

要地标的建议，包括路易斯维尔菲尔德和肯塔基州德比博物馆。对那些更关心娱

乐的人，还提供了路易斯维尔巴尔酒吧的信息，其中包括了一套10个可以签到的

饭店，酒吧和俱乐部场所。那些无论是在8个主要地标或10个娱乐场所或两者都

满足签到条件的用户，就奖励他们一个徽章作为他们成就的证明。

3.2.根据用户的偏好和兴趣个性化你的活动

移动设备与电脑区别的另外一个方面就是它们通常是不共享的，而是属于个

人的。这就考虑到企业对消费者的高度个性化对话，这是一次公司需要把握的机

会。做这件事的一个方法就是必须基于用户当下的地理位置定制信息。这就使个

性化成为一个对于位置非常相关的明确应用的选择。例如，移动社会化媒体

Foursquare比较了抢劫和暴力犯罪的警方官方数据，来给在某位置的用户安全的

提示。另一种方法是依赖于消费者体验和偏好的信息陈述。在快餐连锁店4

Food

，

用户可以定制他们自己的汉堡并记录他们的原材料。每当其他的消费者点了相同

的汉堡，菜谱要点和25分就会奖励给他，最终获胜的汉堡还会在餐厅的领头膳食

上展示。

采用通用的活动，而不是个体化，信息通常表现较差；事实上，甚至可能弊

大于利！以史泰龙的电影《敢死队》在Foursquare上的推广为例。在美国的11个

城市，用户在某一确定的位置签到就会收到类似于“伴随着超过250000种订购汉

堡的方式，难怪FiveGuys汉堡店被认为是最厉害的。会在8月13日的《敢死队》

开幕式带给你。”和“找撒德吧！圣地亚哥最厉害的纹身艺术家！会在8月13日

的《敢死队》开幕式带给你。”的信息。本质上，这些信息集合了关于某一特殊

位置的一般陈述，也就是说已被许多签到的用户知道，同时还伴随着以前并不与

位置相关的《敢死队》电影。这样的宣传在Foursquare社区，因为缺少个性化最

终收到了残酷的批评。

3.3.让用户参与对话

考虑到要创造与现有的和潜在的客户的深度对话，移动设备的即时回复能力

应与地理位置潜力结合。因此，最有效的移动社会化媒体活动常常涉及到公司、

用户甚至用户自己的社会网络之间的某种形式的互动故事或游戏来创建共享的

经验。特别是时间敏感的应用需要高水平的介入，因为他们依赖于同步的和即时

的通讯。在这些案例中，企业只有很少的时间与消费者交流；如果他们错过了这

个机会，就不会有第二次了。在2010年4月，新泽西网队和Gowalla应用软件合作，

分发夏洛特山猫队比赛的门票。只要在各种与运动相关的地方，像酒吧、体育馆

和器材商店签到，就可以在纽约和新泽西找到500张门票。这一季虽然是新泽西

网队糟糕的赛季，但很成功的是15%的人真正到场观看比赛，要知道这可是一个

在星期一晚上的比赛。

然而，公司必须在组织这种活动的时候密切注意保证他们的员工在知晓的范

围内。否则，他们就会发现他们与连锁店Gap处于同样的情形。Gap组织了一个

活动准许所有

Foursquare

用户享受商品25%的折扣，但却没有通知他们的员工。最

终，代替运用折扣，Gap的员工在消费者面前闹了笑话。例如，一个用户接到这

样的回复：“哦，有不可思议的代码跳楼价。好的，让我输入它！”到店询问后，

Gap的员工却不知晓这一营销活动。这就导致了一种被侮辱和窘迫的感觉，而不

是欣赏。于是失望的赞助商在他们的博客和

Twitter

账户上消极的讨论了这件事，

然而其他用户拒绝尝试。像这样的活动都是至关重要的，但当他们使用了一种像

移动社会化媒体般高互动性的媒体，他们可能成为公共关系的噩梦。

3.4.发起用户自主生成内容的创造

即使当公司尊重前面提到的规则并从事一体化，个性化以及将客户纳入对话，

公司信息永远也不会像在消费者间互相传播一样有效。因此，为了点燃真正强力

的病毒式营销活动，移动社会化媒体使用的圣杯是发起用户自主生成内容。这对

空间-位置类别，即通过用户在某确定位置的评论获得价值来说是特别正确的。

负面的内容对你的业务肯定是不好的，但没有评论是更惨的，如此说来，没有消

息就是坏消息。看看

Foursquare

上的餐厅向导应用—查格。用户在查格签到不仅

能获得“美食家的徽章”，也可以看到其他用户的留言，包括在某具体场合推荐

的活动或菜品。为了使用户社区可以发展的更长远，只要在某区域获得市长头衔，

Foursquare用户就可以有机会成为查格的网站代言人，在“市长见面”部分有个

视频采访。

诚实的来说，引发这样的用户生成的内容远非直截了当的，许多公司无论做

了怎样的努力，都可能无法实现这一目标。然而，至少企业应密切注意避免在

Foursquare社区中有负面评论他们行为的情形出现；和这样一个苛刻的客户群，

负面的评论可能是丰富的。例如，当大众发现许多星巴克咖啡的市长实际上就是

在那工作的咖啡师时，星巴克收到了苛刻的评论。其他的公司也因为给了他们的

市长不适当的补偿而受到批评。与多米诺提供的免费披萨饼，黄金畜栏提供的免

费的一顿饭相比，必胜客的市长的特权只包括可以单独点餐并获得价值4美元的

面包棒；又例如汉堡王就被他的奖励害了：三次在餐厅的签到和购买全价的汉堡

仅可获得一杯免费的咖啡。

附件2：

BusinessHorizons

，

Volume55,Issue2,March–April2012,Pages129–139

Availableonlineat

/science/article/pii/S1558

DOI:10.1016/.2011.10.009

Ifyoulovesomething,letitgomobile:Mobile

marketingandmobilesocialmedia4x4

ESCPEurope,79AvenuedelaRe´publique,F-75011Paris,France

AbstractSocialmediaapplications–—includingcollaborativeprojects,

micro-blogs/blogs,contentcommunities,socialnetworkingsites,andvirtual

worlds-havebecomepartofthestandardcommunicationrepertoireformany

,withthecreationofincreasinglypowerfulmobiledevices,

numeroussocialmediaapplicationshavegonemobileandnewentrantsareconstantly

poseofthisarticleistotakeaccountofthisevolution,andprovide

anintroductiontothegeneraltopicofmobilemarketingandmobilesocialmedia.

Herein,wedefinewhatmobilesocialmediais,whatitisnot,andhowitdiffersfrom

r,wediscusshowfirmscanmake

useofmobilesocialmediaformarketingresearch,communication,sales

promotions/discounts,andrelationshipdevelopment/ent

fourpiecesofadviceformobilesocialmediausage,whichwerefertoasthe‘FourI’s’

y,weconcludebyprovidingsomethoughtsonthe

futureevolutionofthisnewandexcitingtypeofapplication.

#2011KelleySchoolofBusiness,htsreserved.

KEYWORDS:Socialmedia;Mobilemarketing;Mobilesocialmedia;

Geo-localization;Smartphone;Foursquare;FacebookPlaces;Google

Latitude;Gowalla;GrouponNow

marketingandmobilesocialmedia:Thenewrevolution

HowmanyofyourfriendsownaniPad?Whenwasthelasttimeyoumetsomeone

whodidnothaveamobilephone?Andhowwouldyoufeelifyouhadtoexchange

yourBlackberryorAndroidfor,let’ssay,aNokia3310–—oneofthemostpopular

2Gphones,suitableonlyformakingcallsandsendingtextmessages?Overthepast

decade,mobiledevicessuchascellularphonesandtabletcomputershavebecome

suchanessentialpartofourlivesthatitishardtoimaginefunctioningwithoutthem.

Onceuponatime,peopleneededadimeandapublicphonetoarrangemeetingtimes

,however,thismethodologyseemsasancientas

,90%ofAmericansownamobile

phone,withone-thirdofthesebeingasmartphone;thatis,ahand-heldcomputer

environment,it

iesareeitherplanning

toorarecurrentlyengagedinmobilemarketing.

Thefirstmobiledevicecapableofofferinglocation-basedservices–—and,therefore,

capableofsupportingmobilemarketing–—wasthePalmVII,aPDAintroducedby

weduserstoobtainzipcodebasedweatherand

trafficreports,andWebbrowsingforanimpressive$300perMBoftransmitteddata.

Twoyearslater,inDecember2001,NTTDoCoMolaunchedthefirstcommercial

location-basedserviceonGPSwithfeaturessuchasafriendfinder,arestaurantguide,

sprobablysafetosaythatthemobilemarketingrevolution

hen,over100

millioniPhoneshavebeensoldworldwide,givingusersaccesstomorethan250,000

applicationswhichallowthemtoreadbooks(Kindleapp),toresearchinformation

(Wikipediaapp),tomakerestaurantreservations(OpenTableapp),andtokeepin

touchwiththeirfriends(Facebookapp).

AftertheiPhoneexplodedontothescene,companiessuchasGowalla(foundedin

2007)andFoursquare(foundedin2009)appearedonthelandscape,specializingina

ereafter,thesewere

followedbyspecializedapplicationsofleadingInternetcompanies,includingGoogle

Latitude(2009)andFacebookPlaces(2010).Today,thepureplayerFoursquareis

generallyconsideredtobethemarketleaderintheareaofmobilesocialmedia,with

nearly10millionregisteredusersandagrowthrateof30,nce,

Foursquareallowsoneusertonotifyothersabouthisorherlocationby‘checking-in’

socialmediadifferfromtraditionalsocialmedia

applicationsinimportantways,andthepurposeofthisarticleistohighlightthose

rofFoursquare,weare

structuringthisarticleinFoursquare,foursquare,4

2

,4x4parts:

(1)Adefinitionofmobilemarketingandmobilesocialmedia(Section1);

(2)Adiscussionofthebusinessuseoftheseapplications(Section2);

(3)Fourpiecesofadviceonmobilesocialmediausage(Section3);

(4)Adiscussionoffuture–—andnotsofuture–—trendsandchallenges(Section4).

marketing:Whatitis,andwhatit’snot

Mobilesocialmediabelongsunderthewiderumbrellaofmobilemarketing

purposeofourarticle,wedefinemobilemarketingasany

marketingactivityconductedthroughaubiquitousnetworktowhichconsumersare

marketingtherefore

stoftheseisa‘ubiquitousnetwork,’atermfirst

(1991),chiefscientistatXeroxPARCinPaloAlto,

rytocommonbelief,aubiquitousnetworkisnotnecessarilyone

singlenetwork,an,for

example,beconnectedathomethroughawirelessLAN,switchto3Gwhenleaving

thehouse,ortantfactorisnotthe

networkitself,butthattheswitchor‘handshake’betweendifferentnetworkshappens

ondconditionentailstheuserhavingconstant

bilephonethisstipulationisalmosttrivial,since

manypeoplerelysoheavilyontheirphonesthattheywouldn’tdareleavehome

erdevices–—suchastabletcomputers–—constantaccess

dependsmoreontheuserthanonthetechnologyitself,asitrequiresaconscious

decisiontonotswitchoffthedevicebutinsteadkeepitconnected24/t

edeviceisanytoolthat

t

commonexampleofamobiledeviceisamobilephone,butanetbookalsocountsifit

,WLAN,3G,WiMAX).For

mobilemarketingtomakesense,thismobiledeviceneedstobepersonal;thatis,not

quiresthateachhouseholdmemberhastheirown

deviceandthateachdevicecanbeidentifieduniquely,asthroughabuilt-inSIMcard.

marketing:Classificationofmobilemarketingapplications

Withinthisdefinition,weusetwovariablestodifferentiatebetweenfourtypesof

mobilemarketingapplications:(1)thedegreeofconsumerknowledgeand(2)the

ingthedegreeofconsumerknowledge,theuseofa

personaldeviceallowscompaniestocustomizetheirmessagestoeachindividualuser,

similartotheideaofone-to-onemarketing(Peppers,Rogers,&Dorf,1999).Itis,

however,importanttorealizethatthistechnicalabilityforpersonalizationdoesnot

implythatallmobilemarketingneedstobe-orevenshouldbe-onaone-to-onebasis.

Also,wecandifferentiatebetweenthedegreeofconsumerknowledgeofthenetwork

,themobile-phonecompanyortheInternetserviceprovider)andthatof

theinitiatorofthemobilemarketingcampaign,astheyarenotusuallyidentical.

Regardingthetriggerofcommunication,wedifferentiatebetweenpush

communications,whichisinitiatedbythecompany,andpullcommunications,which

isinitiatedbytheconsumer(Table1).

Withinthefirstgroup(lowknowledge/push),companiesbroadcastageneralmessage

hatthefirmcannotknowwhichcustomers

haveultimatelybeenreachedbythemessage,werefertothisgroupasstrangers.

Withinthesecondgroup(lowknowledge/pull),customersopttoreceiveinformation

panythereforedoesnotknow

whichspecificclientsitisdealingwithexactly,whichiswhywecallthiscohort

hirdgroup(highknowledge/push),companiesknowtheircustomers

a

tgroup(highknowledge/pull)coverssituations

wherecustomersactivelygivepermissiontobecontactedandprovidepersonal

lowsforone-to-onecommunicationwithout

runningtheriskofannoyingyourclients,andwerefertothisgroupaspatrons.

socialmedia:Definitionandtypology

Buildingonthisdefinitionofmobilemarketing,aswellasourpreviously-published

definitionoftraditionalsocialmedia(Kaplan&Haenlein,2010),wenowdefine

mobilesocialmediaasagroupofmobilemarketingapplicationsthatallowthe

iesengaginginmobile

socialmediawilloftenhavesomesortofknowledgeabouttheconsumerswithwhom

they’redealing,onally,

theseuserswillnearlyalwaysagreetoreceivinginformationfromthecompany,for

exampleby‘checking-in’kesmobilesocialmediausersa

rtomobile

marketingingeneral,wedifferentiatebetweenfourtypesofmobilesocialmedia

applications,dependingonwhetherthemessagetakesaccountofthespecificlocation

oftheuser(location-sensitivity)andwhetheritisreceivedandprocessedbytheuser

instantaneouslyorwithatimedelay(time-sensitivity)(Table2).

Location-sensitivityinabroadersenseisnotnewtomarketing,andgeographic

esof

thisincluderetaillocationplanning(Inman,Winer,&Ferraro,2009;Ozimec,Natter,

&Reutterer,2010)anddemandforecasting(Yang&Allenby,2003).Today,however,

technologiessuchasGPS,GSM,Bluetooth,andRFIDmakeitpossibletoidentifythe

rly,

time-sensitivityallowsthecreationandtransmissionofmessagesthatareofrelevance

nycan,forexample,spontaneouslydecidetolaunch

asalespromotionthatisonlyvalidfor1-2hoursandbroadcastthisinformationtoall

rtoapplicationsthatareneither

location-nortime-sensitiveasslow-timers,andtoapplicationsthattakeaccountof

ationsthatonlyreflectoneof

thesetwodimensionsarereferredtoaseitherspace-locators(location-sensitivebut

nottime-sensitive)orquick-timers(time-sensitivebutnotlocation-sensitive).Based

onthisclassification,itisevidentthatspace-timersarethemostsophisticatedformof

ainderofthisarticlewilltherefore

focusonthistypeofmobilesocialmedia.

socialmedia:Theoreticalfoundationsandimplications

Likeanytypeofcommunicationdevice,mobilesocialmediarequiretwoactors:(1)a

senderwhoiswillingtoshareinformationand(2)areceiverwhoiswillingtolisten

,whywouldsomebodyexpendtheeffort

tocheckinatacertainlocation,simplytoprovideinformationregardingtheirdetailed

whereabouts?Onereasonforthisliesintheconceptofself-presentationand

self-disclosure(Goffman,1959;Schau&Gilly,2003),whichstatesthatpeopleare

willingtorevealinformationaboutthemselvesifthisinformationisconsistentwith

mple,atrendsetterwillhappily

checkinatSaksFifthAvenueinNewYork,butprobablybemorereluctanttolet

everyoneknowthatit’stimeagainforweeklygroceryshoppingattheWal-Mart

dreasoncanbefoundinimpulsivenesstheory

(Ainslie,1975;Hoch&Loewenstein,1991;Thaler&Shefrin,1981),whichstates

thatpeopleconstantlystrugglebetweendisplayinglong-termcontrolandgivinginto

mightthereforebewillingtopoststatusupdatesand

uploadvideosontheirwaytoworkforexactlythesamereasonstheywouldpurchase

acandybaratthedrugstorecheckout,althoughitisincompatiblewiththeirplanto

liveahealthierlife.

Thesecond,andequallyimportant,questionis:Whydoothers–—thatis,friendsand

firms–—caretoreadandreactuponthistypeofinformation?Forfriends,thereason

maylieintheconceptofambientawareness;thatis,awarenesscreatedthrough

regularandconstantreception,and/orexchangeofinformationfragmentsthrough

gtheplacesapersonhasbeenthroughouttheday,combined

withsomecasualcommentshereandthere,mighttellyoumoreaboutyourfriend

ms,mobilesocialmediaallowmarketingmessagestobe

distributedthatarerelevantonlyforspecificlocationsand/

excitementthatresultsfromtheexpirationdateofthesemessagescanpromptmore

similartowhatcanbeobservedinthe

contextofpricepromotions,whereithasbeenshownthat–—inadditiontoany

potentialfinancialwindfall–—sweepstakesandcontestscreatevalueforconsumers

throughtheirmereentertainmentcharacter(Chandon,Wansink,&Laurent,2000).

socialmediaandthefirm:Businessuseandpotential

Bynow,itshouldbeclearthattraditionalsocialmediaofferavarietyofopportunities

trueforsocialmediain

general(Kaplan&Haenlein,2010),aswellasspecificapplicationslikevirtualsocial

worlds(Kaplan&Haenlein,2009)andmicro-blogs(Kaplan&Haenlein,2011a).

Socialmediahave,forexample,beenshowntobeparticularlypowerfulingenerating

viralmarketingphenomena(Kaplan&Haenlein,2011b)andsupportingnewproduct

launches(Kaplan&Haenlein,2012).Nevertheless,mobilesocialmedia–—and,

particularly,space-timerapplications–—differsignificantlyfromtraditionalsocial

,wediscusshowcompaniescanmakeuseofthesespecificcharacteristics

inareasasdifferentasmarketingresearch,communication,sales

promotions/discounts,andrelationshipdevelopment/loyaltyprograms.

ingresearch

Mobilesocialmediaapplicationsofferdataaboutofflineconsumermovementsata

mcannowknowthe

exacttimeatwhichacustomerenteredoneofitsoutlets,aswellascommentsmade

ically,companieshavegonetogreatlengthstoputafaceto

,though,applicationslikeFoursquaremakeit

easytoobtaingeneralstatistics,suchasnumberofcheck-inspertimeofday,gender,

oragegroup;aswellasindividualones,suchaswhichcustomershavecheckedin

ingthisinformationwithsophisticated

data-miningtechniquesgivestraditionalgroceryretailers,musicstores,andauction

housestheabilitytobecomeasefficientasAmazon,iTunes,ocial

mediaingeneralhavebeenclaimedtogivemorepowertoend-consumers(Kaplan&

Haenlein,2010),mobilesocialmediamightreturnsomeofthatpowerbackto

companies.

Forsomeinspiration,considerarecentcollaborationbetweenSafeway–—North

America’ssecondlargestsupermarketchain–—PepsiCo,andFoursquare(Angrisani,

2010).Duringthe3-monthpilotprogram,Safewayofferedasetofexclusive

discountsonselectedPepsiCoproductstoallcustomerswholinkedtheirFoursquare

ntcouponswere,following

presentationoftheloyaltycard,printeddirectlyatthecheck-outandtailoredtoeach

amorningperson,

indicatedbymanyearlycheck-insatdifferentplaces?SavingmoneyonTropicana

wnthe‘GymRat

Badge,’whichcanbeearnedbycheckinginatthegym10timesin30days?Ifso,

youmayappreciatethatdiscountonSoBeLifewatertohydrateafteryournext

trainingsession.

ication

Mobilesocialmediacommunicationtakestwoforms,thefirstofwhichis

pleofthiscanbefoundinMetro

International,aSwedishmediafirm,whichusesFoursquaretocommunicatearound

itsfreedailynewspaper,erswhofollowMetroCanadaon

Foursquarereceivelocation-basedcontent,suchasreviewsforrestaurantsinclose

ilarspirit,theUKartistCherylAnnColereliedonFacebook

Placestopromoteher2010album,MessyLittleRaindrops(Hosea,2011).People

passingbyoneof114posterlocationsinLondonandCole’shometownofNewcastle

sdone,theywere

automaticallyconnectedtoCheryl’spresenceonFacebookandenteredintoadrawing

f

check-inwasalsosharedontheartist’sanduser’sFacebookpages,whichmade

it–—aswellasthecorrespondingpromotionofthealbum–—visibletoallofthe

user’sbeinganinterestingexampleinitself,such

applicationsalsodemonstratethepotentialofmobilesocialmediatotrackexposure

andeffectivenessofthemedium.

Thesecondtypeofcommunicationisuser-generatedcontent(UGC).Ifyourcompany

doessomethingtrulyextraordinary,chancesarethattheFoursquarecommunitywill

talkaboutitandprobablytransformasimplecompanymessageintoaviralmarketing

phenomenon(Kaplan&Haenlein,2011b).Onthe2010FoursquareDay–—April16,

or4/16–—McDonald’soffered$5and$10giftcardsto100usersrandomlyselected

omotionincreasedcheck-ins

by33%(from2,146to2,865),resultedinover50articlesandblogposts,and

results

foraninvestmentoflessthan$1,000!Giventhehighpowerofviralmarketing,

FoursquareissupportingthecreationofUGCbyofferinga‘shout’function,which

allowsleavingmessagesintheformofvirtualgraffitiatalocationandawarding

‘SwarmBadges’ifmorethan50Foursquareuserscheckinatthesameplaceatthe

sametime.

romotionsanddiscounts

Asillustrated,Foursquareoffersmanywaysoftakingsalespromotionsanddiscounts

theolddays,whencouponswereprintedinnewspapersand

,Foursquareallowsthetailoringofpromotionsnotonly

tospecificusers,inessnewspaperFinancial

Times,forexample,scriptionworth$300–—butonlyto

Foursquareuserswhocheckinregularlyatcertaincoffeeshoplocationsaroundthe

LondonSchoolofEconomicsandNewYork’avea

newproducttopromote,chingits

California-Cancunservice,userswhocheckedinthroughLooptatoneofthree

designatedBorderGrilltacotrucksinSanFranciscoandLosAngelesbetween11am

and3pmonAugust31,2010,couldgettwotacosfor$1andtwoflightstoMexico

ranciscoalone,1,300peoplecheckedinduringthe

4-hourwindow,80%ofwhomactuallypurchasedticketsfromVirginAmerica(Olson,

2011;Quinton,2010).

Suchp

coffeehousechainStarbucks,forexample,offersusersa‘BaristaBadge’iftheycheck

ilarspirit,theGermanairline

ersflyingto

MunichduringtheperiodoftheOktoberfestreceivedamessageinvitingthemto

checkinatthreedifferentvenuesinMunichfromalistpostedontheLufthansa

ingso,theyreceivedthe‘OktoberfestBadge’anda20

romotionsareoftenconsideredthe

uglyducklingofmarketing:necessaryandefficient,,with

applicationssuchasFoursquare,theymightjustbecomethebeautifulswanofmobile

socialmedia.

onshipdevelopmentandloyaltyprograms

Ultimately,long-termgrowthdoesnotstemfromtheone-timetransactionsthatcan

betriggeredbysalespromotions,butratherfromrepeatbusinessandcustomerloyalty.

GoogleLatitudeofferscustomerstheoptiontogainbronze,silver,orgoldstatusat

placeswheretheycheckinregularly;AmericanEagleOutfittersremuneratessuch

customerswithatiered10%,15%,or20%discountontheirtotalpurchase;andat

Foursquare,usersloyaltoacertainlocation–—thatis,checkinginmostoftenduring

theprevious60days–—become‘mayor’ofthatplace,garneringpotentially

no’sPizzaintheUK,themayorreceivesafreepizza

se,attheGoldenCorralrestaurantchain,mayorscaneatand

drinkforfreeonceaday.

AnotheroptionistolinkyourownloyaltyprogramtoFoursquare,similartothe

York-based

companyTastiD-Lite,knownforitsfrozendesserts,encouragescustomerstoconnect

theirFoursquareandTwitteraccountstotheirTastiD-Litemembershipcards

(Clifford,2010).Thosewhoagreetodosoearnadditionalpointsforeverypurchase.

Inexchange,theirFoursquareandTwitteraccountsareautomaticallyupdatedeach

creasesbrandawarenessfor

Tasti-D-Lite,andthecompanyisexperimentingwithcombiningtheseautomatic

updateswithcouponsthatacustomer’sfriendsandfollowerscanlaterredeem.

Additionally,itencouragesTastiD-Litestoreowners,whooperateundera

franchisingsystem,toengagewithcustomersandobtainperformance-basedmetrics

presentsawin/win/win/winsystem

forTastiD-Lite,franchisees,customers,andcustomers’friends.

’sseemorethantwo:Mobilesocialmediaadvice

Whilemyriadopportunitiesexistbywayofthisnovelcommunicationchannel,

companiesundertakingthepracticemustalsobeawareoftheassociatedchallenges.

Mobilesocialmediaoffertwopiecesofinformationnotavailablethroughanyother

channel:dataontheconsumer’kesitpossibleforbusinesses

ceitiscommonlysaidthatfour

eyesseemorethantwo,wehavedevelopedthe‘FourI’s’ofmobilesocialmedia

ndtothegreatestextent

possiblecompaniesshouldtrytointegratetheirmobilesocialmediaactivitiesintothe

livesofusers,,suchintegrationcanbeachievedby

individualizingactivitiestotakeaccountofeachuser’spreferencesandinterests,and

providetheopportunityto,third,

firmsarereallylucky,theymight,fourth,eveninitiatethecreationofuser-generated

contentandword-of-mouth,whichallowsfortighterintegrationofactivitiesinto

users’tailnext,althoughthesefourpiecesofadvicearetargeted

towardspace-timers,theycanbeequallyrelevantfortheotherthreetypesofmobile

socialmediaapplications(Figure1).

ateyouractivitiesintousers’lives,toavoidbeinganuisance

Asprivacyiskeyintheareaofmobilesocialmedia,companiesshouldavoid

scomputersareusedmainlyforbusiness,

searches,andtransactions,mobiledevicesserveprimarilytocommunicatewith

tomerinstallsyourapplication,orchecksinatoneofyouroutletsfor

thatmatter,thiscanbeseenasastrongsignoftrustandindicateswillingnesstoenter

acommercialfriendshipwithyourcompany(Price&Arnould,1999).Firmsshould

avoidabusingthistrust;forexample,bybombardingtheiruserswithoff-the-shelf

ise,companiesriskthefriendship

orgetthatuserscandeletethe

hisrule

appliestoalltypesofmobilesocialmediaapplications,ithasspecialrelevancefor

time-sensitiveapplications(quick-timersandspace-timers)sincecompanieshavea

highertendencytoover-communicateiftheinformationisonlyrelevantforashort

periodoftime

Onewayofintegratingyouractivitiesintothedailylifeofusersisreflectedbythe

‘LouisvilleTour,’acitytourorganizedincollaborationbetweenGowallaandthe

LouisvilleCourier-Journal,inanticipationoftheKentuckyDerby(Indvik,2010).To

allowvisitorstogetthemostoutoftheirtriptoLouisville,Gowallaandthe

Courier-JournalcreatedaseriesofeightsuggestedGowallacheck-insatmajor

landmarks,

thoseinterestedmoreinentertainmentthanculture,thecityalsoofferedthe

‘LouisvilleBarCrawl,’comprisedofasetof10restaurants,bars,andclubvenues

rswhocheckedintoeitherthe8majorlandmarks

orthe10entertainmentvenues,orevenboth,wereawardedabadgeasproofoftheir

achievement.

dualizeyouractivitiestotakeaccountofuserpreferencesandinterests

Anotherdimensioninwhichmobiledevicesdifferfromcomputersisthattheyare

usuallynotshared,lowsforhighly

personalizedcompany-to-consumercommunication,anopportunityfirmsshould

ofdoingthisentailscustomizingmessagesbasedonthe

kesindividualizationahighly

relevantoptionforlocation-specificapplications(space-timersandspace-locators).

ThemobilesocialmediaapplicationFoursquare,forexample,comparescheck-insto

officialpolicestatistics,whichincludeamongothersrobberiesandviolentcrime,to

rwayisto

ast-food

chain4Food,userscancustomizetheirownburgersandthencheckintheir

ingredients,anda25-centcreditareawardedevery

timeanothercustomerordersthesameburger,andwinningburgersaredisplayedona

leaderboardintherestaurant.

Campaignsemployinggeneric,asopposedtoindividualized,messagesusually

performlesswell;indeed,thesemayevendomoreharmthangood!Considerthe

FoursquarepromotionforSylvesterStallone’smovie,TheExpendables(VanGrove,

2010).In11citiesacrosstheUnitedStates,userscheckinginatcertainlocations

receivedmessagessuchas:‘Withover250,000waystoorderyourburgerit’sno

ttoyoubyThe

ExpendablesopeningAugust13!’and‘AskforThad!Themostbadasstattooartistin

SanDiego!BroughttoyoubyTheExpendablesopeningAugust13!’Inessence,

thesemessagescombinedgeneralstatementsaboutthespecificlocation,whichwas

alreadyknowntomostuserscheckingin,withareferencetoTheExpendablesthat

ckofindividualizationresultedin

harshcriticismbytheFoursquarecommunity.

etheuserthroughengagingconversations

Thereal-timeresponsecapabilitiesofmobiledevices,combinedwiththepotentialfor

geo-localization,allowsforthecreationofhighlyengagingconversationswithcurrent

teffectivemobilesocialmediacampaigns

thereforeofteninvolvetheuserinsomeformofinteractivestoryorgametocreatea

sharedexperiencebetweenthecompany,theuser,andpossiblyeventheuser’sown

-sensitiveapplications(quick-timersandspace-timers),

especially,requirehighlevelsofinvolvementastheyrelyonsynchronousand

ecases,companieshaveaverybrieftime

windowinwhichtospeakwiththeircustomers;iftheymisstheoccasion,theremay

l2010,theNBA’sNewJerseyNetspartneredwith

Gowallatodistributeticketsfortheteam’sgameagainsttheCharlotteBobcats

(Dilworth,2010).FivehundredticketscouldbefoundthroughoutNewYorkandNew

Jerseybycheckinginatvarioussports-relatedlocationssuchasbars,gyms,and

npercentofallpeoplewhofoundaticketactuallyattended

thegame–—ahugesuccess,giventheNets’badseasonandthefactthatthegame

tookplaceonaMondaynight.

Firmsmust,though,paycloseattentiontokeepingtheiremployeesintheloopwhen

ise,theymayfindthemselvesinthesame

situationastheretailclothingstorechainGap,whichorganizedapromotiongranting

25%offallpurchasestoFoursquareusers–—

result,insteadofapplyingthediscount,Gapstaffmembersmadefunoftheeventin

ent,forexample,receivedtheresponse:‘Oh,thehopscotch

,letmeenterthatin!’Thisresultedinfeelingsof

insultandembarrassment,ointedpatronssonegatively

discussedtheincidentsontheirblogsandTwitteraccountsthatmanyotherusers

likethisarealwayscritical,butwhentheyinvolve

ahighlyinteractivemediumsuchasmobilesocialmedia,theymayturnintopublic

relationsnightmares.

tethecreationofuser-generatedcontent

Evenwhenafirmrespectsalloftheaforementionedrulesandengagesinintegrated,

individualized,andinvolvingconversationswithitscustomers,corporatemessages

wil

HolyGrailofmobilesocialmediausageis,therefore,toinitiatethecreationof

user-generatedcontentinordertoignitetrulypowerfulviralmarketingcampaigns

(Kaplan&Haenlein,2011b).Thisisparticularlytrueforspace-locators,whogettheir

valuefromcommentswhichusershavemadeandattachedtocertainlocations.

Negativecommentsarecertainlynotgoodforyourbusiness,butnocommentsmight

evenbeworse;inthiscase,utthe

Foursquareapplicationoftherestaurantguide,Zagat(/zagat).

UserswhocheckinatZagat-ratedrestaurantscannotonlyobtainthe‘FoodieBadge,’

butalsohaveaccesstocommentsleftbyotherusers,includingsuggestionsfor

getheusercommunityeven

further,Foursquareuserswhoobtainmayorshipatcertainrestaurantshavethechance

tobefeaturedontheZagatwebsiteintheformofavideointerviewinthe‘Meetthe

Mayor’section(Maul,2010).

Inallhonesty,triggeringsuchuser-generatedcontentisfarfromstraightforwardand

manycompaniesmaynotachievethisobjective,nomatterhowmuchefforttheyput

heless,attheveryleast,firmsshouldpaycloseattentiontoavoiding

negativecommentsmadeabouttheiractionswithintheFoursquarecommunity;and

withsuchademandinggroupofcustomers,negativecommentsmaybeplentiful.

Starbucksreceived,forexample,harshreviewswhenitbecamepublicthatmany

mayorsofStarbuckscaféirmswere

crier

PizzaHut,wheremayorsreceiveasingleorderofbreadsticksworth$4;thiscompares

poorlytothefreepizzaofferedbyDomino’sandthefreemealofferedbyGolden

Kingwasalsoblastedforitsreward:afreecupofcoffee–—withthree

check-insattherestaurantandafull-priceburgerpurchase.

morrowbrings:Thefutureofmobilesocialmedia

Theworldofsocialmediaisevolvingatwarpspeed;whatisconsideredscience

,thereareseveralareasinwhichwe

thinkmobilesocialmediawillmakethemostsignificantprogressinyearstocome.

Mostnotably,mobiledeviceswilllikelypenetratetheworldwithincreasingpace,

becomingtheonlymeansofcommunicationthatallowstrueglobalreachof

,thedevices

themselveswillevolvesubstantiallyandtransformfromsimplecommunicatorstoin

ingsocialmediashrugoffitschains,mobile

socialmediahasthepotentialtobridgethegapbetweenthevirtualsphereandreal

lifeand,indoingso,mightprovetobeanevenmoreimportantevolutionthanthe

initialintroductionofsocialmediaitself.

reach:Anywhere,anytime,anyone

IntheUnitedStates,thepenetrationofmobilephonesandpersonalcomputersisjust

aboutequal,ging

marketssuchastheBRICcountries(Brazil,Russia,India,China),however,the

ingtotheBostonConsultingGroup,thereare

nearlyfourtimesasmanymobile-phonesubscriptionsinBRICstatesasPCsinuse

(1.65billionvs.0.43billion).Onaglobalscale,therearefivebillionmobilephone

connectionsfor6.9billionpeople,leadingtoanoverallpenetrationrateof70%.In

severalcountriesincludingHongKong,Italy,andGermany-penetrationratesexceed

100%,ldthereforecome

asnosurprisethatthePewResearchCenter,athinktanklocatedinWashingtonDC,

estimatesthatby2020amobiledevicewillbetheprimaryInternetconnectiontool

formostpeoplearoundtheworld.

Evencompanyintentsonfocusinglocallywouldbewisetoturntomobiledevicesif

they’reinterestedinreachingGenerationZortheNetGeneration:customersborn

eenagersand20-somethingsdon’treadnewspapers

(whichiswhynewspaperswilllikelydisappearinthenearfuture),don’twatch

regularTV(atleastnotwithoutpassingitthroughaTiVo),andaresurroundedby

theirpersonalmobiledevicesmostofthetime(whichmakesitnearlyimpossibleto

reachthemthroughbillboardsorradio).Butthefactthatsocialmediahavealways

beenpartoftheirlives–Facebookwasfoundedin2004,YouTubein2005,and

Twitterin2006makesthemperfectcandidatesformobilesocialmediaapplications.

Today,themarketisstillsmallandonly5%tionuses

ow,however,itislikelytobecome

themainchannelofcommunicationformostcompaniesaroundtheglobe.

icatorortricorder:Themobiledeviceasultimatecontrolcenter

Inadditiontobeingusedbymoreandmorepeople,mobiledeviceswillevolvefrom

ary2011,Starbucks

launchedthelargestmobilepaymentprogramintheUnitedStates(Protalinski,2011),

consistingofanapplicationthatcanturnanysmartphoneintoaStarbuckscard.

Insteadofpayingforanon-fatlatteusingcash,customerswiththisappcansimply

pirationforthis

technologycomesfromJapan,wheremobilephonesalreadycommonlyserveas

keycards,personalID,airlineboardingtickets,ompanieshave

developedmobilephoneswithinbuiltprojectorsthatallowpicturesandmoviestobe

shownonanysurface,andvirtualkeyboardsthatprojectafulltypewriter-size

keyboardonthedesksurfacewithlasertechnologytorecognizekeystrokes.

Comparethefirst1Gphonestotoday’siPhone4andyoumaygetaglimpseofhow

muchthingswillchangeoveryearstocome.

Technologicaladvanceswillalsoleadtonewtypesofapplicationsthatmaketoday’s

doftediouslytypinginformationintoGoogleor

Wikipedia,justtakeaphotographofanearbymonument.A‘point-and-find’

applicationwillmatchyourpicturetoanimagedatabaseandtellyouthatthe

nice-lookingcathedralinfrontofyouisactuallyParis’e

technologycanbeusedtoautomaticallyshowthetrailerofanewblockbustermovie,

andevenbuyaticketinstantly,whentheuserpointstheirphonetoabillboard

swithpeople,etakingaphotoofanewfriendand

gettingtransferredimmediatelytotheirFacebookpagesothatyoucanstayintouch.

DoyourememberKITT,thesupercomputeronwheelsfromKnightRider,orthe

tricorderfromStarTrek?Inthefuture,yourmobilephonemightjustbeplayinginthe

sameleague!

ndyetsonear:Thehumanfaceofthevirtualsphere

Fromabroaderperspective,mobilesocialmediaallowforatighterintegrationof

atusupdatesonFacebookandTwitter,userscanknow

whattheirfriendsaredoingatanyparticularmoment;butthroughtheirFacebook

PlacesandFoursquarecheck-ins,theyseewheretheyarephysicallylocatedand

amewaythatimpulsivenesscanlead

peopletopostmessagesonmobilesocialmedia,suchmessagescanevokethe

usly,

researchersbelievedthattheInternetwouldresultinlesscommunication,lesssocial

involvement,andlesswell-being(Krautetal.,1998).Today,weknowtheoppositeis

true(Krautetal.,2002),anditislikelythatmobilesocialmediaamplifythese

networkingsitesarefrequentlyusedtostayin

touchwitholdworkcolleaguesorhighschoolfriends;withtheirextensiontomobile

devices,theyhavethepotentialtobringpeoplelivinginthesameareaor

networkingtechnologymayevensatisfya

hiddenneedforexhibitionism,topostwhereyouarerightnowandseewhether

stingly,thisisexactlywhatsocial

’tforgetthattheinitial

intentionofMarkZuckerbergwastobuildanapplicationthathelpedhimget,and

stay,intouchwithhisfellowfemaledormmates.

Themeldingofvirtualandreallifeallowsforthecreationofrevolutionary,newways

aPet,aGermanmanufacturerof

premiumpetfood,hasforexampledevelopedatypeofinteractivebillboardcalled

‘check-insnack-out.’AnytimeauserchecksinatthebillboardusingFoursquare,a

signalissenttoabuilt-infooddispenserwhichgivesoutasmallsampleofdogfood

fortheuser’utionisveryeasytoimplementtechnicallysinceit

onlyrequiresasmalldeviceinthebillboardthatislinkedtotheFoursquarecheck-in

dogisremotelysimilartothoseofPavlov,itwillquicklylearn

wherethefreefoodiscomingfromandlikelywanttoreturn;inanefforttoplease

yourpet,youwillmakecheckinginandwatchingyourdogenjoythetreatspartof

dedbonus,thepositiveeffectsofsuchastrategyarenot

limitedtoanimals,sinceclassicalconditioninghasalsobeenobservedforhuman

,forexample,behindthereasonwhycompanies

usefamousendorsersfortheirproducts(Petty,Cacioppo,&Schumann,1983),and

that‘attitudetowardthead’hassuchaprominentpositioninresearchanalyzingthe

relationshipbetweenadexposureandpurchaseintent(Mitchell&Olson,1981;

Shimp,1981).

ains:Futureevolutionofmobilesocialmedia

Theopportunitiesoutlinedaboveinvolvespecificchallengesandhurdlesthatmustbe

tprominentoftheserelatetosecurity,privacy,andtrust.

FacebookPlaces,Gowalla,Foursquare,andtechnologylikethemrevealalotabout

tandably,suchinformation

stratethedangerof

thelatter,agroupoftechnologydevelopersfromtheNetherlandscreated

bsiteaggregatesFoursquarecheck-insthatare

rithmthenanalyzesthesecheck-insto

identifyauser’shomeaddress,aswellashis/etwo

becomefarenoughapart,kely

thatthisapplication,aswellasothersinthesamespiritofillustratingtheriskof

oversharinginformation,willmakeusersmorereluctanttorevealcertainpiecesof

informationinthefuture.

LegislatorsinboththeUnitedStatesandEuropearebeginningtoaddressanddeal

withthisproblem,.S.,theDo-Not-TrackOnline

Actof2011usesanopt-outpossibilitythatforcescompaniestohonorauser’schoice

ofwhetherhe/a

companyfailstorespondtosucharequest,theFederalTradeCommissionis

pe,theNewChallengesforthe

ProtectionofPersonalDataActof2010advocatestheuseofanopt-insolution,

onally,users

aregrantedthe‘righttobeforgotten’thatis,therighttohavedatadeletedonceitis

nolongerneededforlegitimatepurposes.

Inourarticle,Usersoftheworld,unite!Thechallengesandopportunitiesofsocial

media,weclaimedthatthespecterofsocialmediawouldhelpconsumerstolosetheir

chainsandbecomemorepowerfullyknowledgeable(Kaplan&Haenlein,2010).

Today,2yearslater,weseesocialmediaapplicationshaveliterallylosttheirchains

estionsremainin

theareaofmobilesocialmedia,though,andonlythefuturecanprovideanswers.

Whichplayerswillsurvivethegoldrushinthisnewindustry?Howwillusersand

consumersactuallyintegratemobilesocialmediaintotheirday-to-daylives?The

numbersspeakforthemselves:InJune2010,Foursquareobtained$20millionin

freshventurecapitalfrom-amongothers-UnionSquareVentures,aNew-Yorkbased

venturecapitalfundthatalsoinvestedinTwitterandZynga,thedeveloperof

2010,Foursquareregisteredits100thmillioncheck-in,only2

,thecompany’s

estimatedworthisbetween$500millionand$1billionnotbadresultsforafirmthat

otsaywhatthefuturewillbring,or

twillhavebeenacquired

byanotherfirm;maybeitwillhaveadifferentname;ormaybebythenitwillbea

majorplayerinthemobilesocialmediascene,similartoGoogle,Amazon,andeBay.

Onething,however,iscertain:Evenifthenamechangesonthesurface,the

underlyingtheoriesandbasicconceptswillnot.

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