Check in Trio

Three Big Check-in Services:
There are three very popular check-in services. Foursquare was one of the first. Then there is Yelp with all it's many restaurant, bar and club reviews. Finally with a reported nearly 600 million members and 42% of the US population there is Facebook with its Facebook Places.

Should you use these services? which one(s)? and what should you do with it?

Where are your customers:
That is a really big question but check-in services answer that question 24 hours a day. The real question is are your customers checking-in?  If their is any significant segment of your customers using any one or all of these services than you should be as well.

No Half Measures:
If you are going use these services and social networks in general, i would avoid doing it in half measures. I would suggest you budget out the time (and money) needed to get started and stay with in for at least 3 months. Like any facet of your business it can take several quarters, several seasons or even several years to build up to a workable model that will engage your customers and enhance your bottom line.

Growth-> Friends seek out Friends:
If you in the hospitality business you know that means you hope you customers and many of their friends come to your venue or establishment on a frequent basis. Check-ins let friends see where their chums, mates, and pals are.  If your business is just gaining awareness people see that people they are connected with are spending time and money with you encourages them to do so as well.

In Decline? -> Friends follow friends:
On the other hand if your a former hot spot now in decline, a lack of check-ins can send a signal that all of the regulars or the hip or cool crowd is some place else. But the point here is your customers are already on these services, they are already seeing where their friends are spending their time and money. If you are in decline what are you going to do about that?

Befriend and stay in touch:
Join up with these services and connect with your customers by "friending" them. Watch where they are going and see when they come to you and when they go some place else. If you see a lot of regulars abandon ship, you can ask why ONLY if you are prepared to do something about it.

Offers?:
Services like Yelp allow you to make announcements and also special offers for those who "check-in." I am weary about training customers to come in for discounted services. I feel that can harm many brands. But there can be offers that enhance the brand. You can offer an extended happy hour, special bottles if you offer bottle service, food items that are only available to checked-in guests or special portions of food, like an extra large size of wings for those who check-in during a big game. A rose on Valentines Day if the couple both check in and "friend" the establishment.

If your customers are here, you need to be here too. Don't be shy and do not be scared of the technology; kids are doing it, there is not reason you and your management staff cannot also be doing it.