Marketing Digest

Twitter and Foursquare Partner to Deliver Location-Based Tweets

Marketing Digest Writing Team

Twitter and Foursquare Partnership Confirmed: Users Can Now Post Location-Based Tweets

Social media is about to get more social in 2015. Business Insider (@businessinsider) reported on December 16, 2014, that Twitter is working on securing a partnership with check-in service Foursquare in an effort to bolster its location-based tweets.

Back in November 2014, Twitter hosted an Analyst Day in which spokespersons discussed some of the social network’s upcoming features, such as a personalized timeline for new users and changes to Direct Messages. According to a source familiar with the deal, Twitter wants to “start surfacing information for users that’s relevant and interesting, not just timely. And the company believes adding a location layer to its platform could be part of the solution.”

Business Insider estimated that the new feature’s rollout would be towards the end of Q1 2015. Sure enough, the new feature was officially announced towards the end of March 2015, and geo-tags will soon be available for tweets via Twitter’s official apps and the web.

Prior to the new feature’s rollout, Twitter’s geo-tagging capabilities were rather limited, as it could only determined users’ locations when they signed up or as stated in their bios. Twitter understands that it can deliver even more relevant tweets to users if it can determine their locations—such as venue check-ins (similar to Foursquare), location-based recommendations, and organizing content based on the users’ whereabouts.

According to a spokesperson from November’s Analyst presentation, the company recently conducted a test in a few major cities with new users. New users were shown tweets that were tied to their location when they registered for Twitter. These users were more likely to reopen their Twitter within 30 days than those who weren’t shown location-based tweets.

According to TechCrunch (@TechCrunch), location-based tweets could also help Twitter further refine its monetization and advertising models.

More information on adding locations to tweets can be found in Twitter’s Help Center.

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