Foursquare has been living in the social media spotlight.  Sure, it is fun for users; you virtually check-in at certain venues across your city and receive digital badges and accolades for frequenting select spots. But, what do businesses have to gain from Foursquare? What business model will this new chosen one of social media show us in 2010 that will solidify it as a digital tool and not just a trending topic?

Among the best recent news out of 4sq headquarters is the announcement of global domination. Though the game was once restricted to specific cities  with numerous venues within each, you can now check-in from any location across the world, and any venue in any location is fair game. This global awakening is just the first step in providing access to millions of businesses’ who couldn’t reach users before.

No venues? No problem! In 2009, 4sq partnered with Motorola for its CLIQ and DROID parties. When the party elite arrived at New York City's Morimoto restaurant and pulled out their gadget of choice to check-in, they were greeted with a Foursquare surprise! Upon check-in, they received a special message encouraging them to tweet with a suggested hashtag and giving a few lines of info on the party. Though Foursquare has made it's rounds encouraging venues to offer incentives and deals, in terms of temporary events, this was a first. And, by enabling this check-in, Foursquare made it easy for bloggers and microbloggers to share information from this event.

Also on the horizon for the GPS based app, don't be surprised if you see Facebook-like fan or business profiles. Though every Foursquare user is provided with a profile, A venue could potentially work with the company to create branded top user and mayor lists, incentives clubs, and daily specials. Brooklyn Museum, for example, is one of the first company's to use this model by providing a great to-do list for museum go-ers and locals interested in arts and culture. The online savvy hot-spot lists staff picks in the area and links to a mobile site where users can find out more about the art on display.Effectively, you would check-in upon arrival to the museum, via Foursquare, click over to the mobile site to browse the galleries, and click back over to the staff picks list when it's time to head to dinner. Pretty effective planning on the part of the museum.

With the many incentives Foursquare can create to draw new business, locate where patrons visit the most, and entice frequent trips, this start up has definitely proven its worth in terms of a steady business plan. Though they are closely related, and often thought of as a predecessor of Twitter, I wouldn't expect a Twitter-like wait for this business model to become mainstream. Though some of these initiatives are still in beta or early form, they are paving a path for future business models, as well  

The Pew Internet & American Life Project published a report last week outlining Generations Online in 2009.   The findings of this report are two fold: first it illuminates that there are a growing number of older users engaging in technology (and specifically the web); secondly it distinguishes between the different activities each generation is engaging in.  From online banking to social networking the reach of the web is steadily growing and in somewhat surprising market sectors.

Understanding how each generation uses the web can give us further insight into how to design for our users.   The table below represents a small portion of the study and was taken from the Pew Internet & American Life Project study mentioned above.

Source for Online Teens data: Pew Internet & American Life Project Surveys conducted Oct-Nov 2006 and Nov 2007-Feb 2008.  Margin of error for online teens is ±4% for Oct-Nov 2006 and ± 3% for Nov 2007-Feb 2008. Source for Online Adult data: Pew Internet & American Life Project Surveys conducted August 2006, Feb-March 2007, Aug-Sept 2007, Oct-Dec 2007, May 2008, August 2008, November 2008, and December 2008.  Margin of error for all online adults is ±3%, the average margin of error for each age group can be considerably higher than ± 3%, particularly for the “Matures” and “After Work” age groups.  See Methodology for average margins of error for each generational group.

* No teen data for these activities  

If your user demographic is of an older generation, adding that social networking piece may not be the cost effective way to reach them.  Instead, harness their natural tendencies and invest in Search Engine Optimization so that you can be found easily when they are doing their research.  Also, adding a robust search engine within your site and articles with good copy directly responds to their methodical approach to the web and research.

For users who are younger and using the web for social networking, creativity, content sharing and their primary source for communication and entertainment, creating that Facebook page may be the wisest investment and may reach the widest audience.  Harnessing their more techno-savvy natures also means using creative means to become more engaging.  Utilize video, music, and technology that fits into the palm of their hands.

Many times we see companies eager to have a real presence “on the web” and in doing so a desire to use the latest technology to reach their users without knowing what current user trends are.

To be fair, these rules are not hard-and-fast.  There are many older adults who use social networking online, though usually via Twitter and not necessarily Facebook or MySpace.   As techno-savvy as they are, younger users who are using MySpace and Facebook, do not know of Twitter’s existence.  Search Engine Optimization is important for all users and all websites, and I would always recommend making your site easier to find.

Online strategy and marketing means really understanding who your users are and what corners of the web they occupy.  Shot-gun approaches that hit the latest fads aren’t necessarily hitting the bull’s-eye.