Home  › Social › Social Media
were-here

Facebook's 'Were Here' Feature Exposes Mobile Buzz

  |  December 28, 2012   |  Comments

Large retailers need to call their Facebook reps.

Facebook has rolled out a new "were here" feature on pages that represents how many check-ins and mobile device "location shares" a brand has accrued. The development is of particular interest to retailers, restaurants and other businesses with a physicial location, since the statistic offers a proxy for foot traffic - and hence popularity (think "billions and billions served").

An early snapshot of what's out there: McDonald's currently has 1.3 million check-ins/location shares and Starbucks tallies 2.9 million. But Taco Bell has only 4.

were-hereAre the patrons of Taco Bell - with its 7.5 million Facebook "likes" - really that untouched by the whole idea of geo-social? Are the brand's marketers asleep at the wheel? The answer to both questions is no. The quick-serve chain simply has yet to reach out to its Facebook accounts rep to sync up its thousands of restaurants so their check-ins/location shares all get tallied in the same place. The 4 check-ins/location shares now seen on Taco Bell's Facebook page only represent the activity at its Irvine, CA headquarters.

In an email yesterday, a Facebook spokesperson informed ClickZ News that McDonald's can group locations together "because they are working directly with a Facebook account rep, so this is a feature that is available to big brands."

Another thing Facebook has explained about "were here" in the last 24 hours: Only companies that include an address on their pages see the feature. For instance, it doesn't currently show for Burger King or Target.

From a branding standpoint, one could easily argue that no "were here" at all is better than what's currently rendering on Taco Bell's page.

So what should smaller retailers without an official Facebook rep do? Create pages for each location? Or just include the address of the busiest one to show the brand in the best light?

For the time being, that's a decision the small fries will have to cook up themselves.

This story was originally published on January 1, 2012, and comes in at No. 6 on our countdown of the 10 most popular ClickZ news stories of 2012. As ClickZ looks back over the past year, we're celebrating the best of 2012, as determined by our readers. Enjoy!

ClickZ Live Toronto On the heels of a fantastic event in New York City, ClickZ Live is taking the fun and learning to Toronto, June 23-25. With over 15 years' experience delivering industry-leading events, ClickZ Live offers an action-packed, educationally-focused agenda covering all aspects of digital marketing. Early Bird Rates expire May 29. Register today and save!

ABOUT THE AUTHOR

Christopher Heine

Christopher Heine was a senior writer for ClickZ through June 2012. He covered social media, sports/entertainment marketing, retail, and more. Heine's work has also appeared via Mashable, Brandweek, DM News, MarketingSherpa, and other tech- and ad-centric publications. USA Today, Bloomberg Radio, and The Los Angeles Times have cited him as an expert journalist.

COMMENTSCommenting policy

comments powered by Disqus

Get ClickZ Social newsletters delivered right to your inbox. Subscribe today!

COMMENTS

UPCOMING EVENTS

Featured White Papers

Gartner Magic Quadrant for Digital Commerce

Gartner Magic Quadrant for Digital Commerce
This Magic Quadrant examines leading digital commerce platforms that enable organizations to build digital commerce sites. These commerce platforms facilitate purchasing transactions over the Web, and support the creation and continuing development of an online relationship with a consumer.

Paid Search in the Mobile Era

Paid Search in the Mobile Era
Google reports that paid search ads are currently driving 40+ million calls per month. Cost per click is increasing, paid search budgets are growing, and mobile continues to dominate. It's time to revamp old search strategies, reimagine stale best practices, and add new layers data to your analytics.

Resources

Jobs

    • SEO Specialist
      SEO Specialist (HeBS Digital) - NEW YORK                             ...
    • GREAT Campaign Project Coordinator
      GREAT Campaign Project Coordinator (British Consulate-General, New York) - New YorkThe GREAT Britain Campaign is seeking an energetic and creative...
    • Paid Search Senior Account Manager
      Paid Search Senior Account Manager (Hanapin Marketing) - BloomingtonHanapin Marketing is hiring a strategic Paid Search Senior Account Manager...