If Twitter is all about answering that seemingly simplest of questions, “What are you doing now?” then the newest location-based services are all about answering the more intriguing question, “What are you doing next?” The new location-based check-in services encourage people to share what they like, dislike, and generally think others might find interesting about the place they’re at right now in the context of the decision they’re about to make. As a nightlife marketer, these new check-in services, powered by social Web technology, are worth taking the time to understand.

I had my first look at a location-based service last week while visiting a friend in Washington DC. He pulled out his Google Android phone and a couple of taps later we were checking out what other Android users were in the immediate area (creepy, but cool). More importantly, some users were rating restaurants, bars, and lounges in REAL TIME. Yes, that means people will be in line at your nightclub reading about people who are having a good (or bad) time inside of your venue.

Check-in Applications: Social Sharing by Location

In the latest “check-in” applications, data left by prior consumers is tapped when someone “checks in.” By telling you what’s around, who else is nearby, or what’s good here these services provide information that can inform the decisions your customers are going to make in the next 30 seconds: by accessing tips left by prior visitors when they “check in” at your venue or in your part of town they can instantly access a whole new set of relevant comments.

For example, checking in on South Beach may bring up information about a nearby swank lounge along with some recommendations on which cocktails others have enjoyed. That’s pretty cool from both the bar owner and potential clients’ perspectives because location-based tips left by those who actually do have a suggestion are really helpful in the context of finding out who what bar has a great Mojito based on other’s recommendations. Barkeeps, location-based services are a potential moneymaker for you!

Foursquare (available currently for the Android, iPhone, and BlackBerry) has a very simple, mobile interface, and a very cool game-based mode of use. Click the application open, and it instantly locates you, anywhere in the world where 2G or 3G data services are available. It shows you who is nearby along with what’s nearby based on the venues others have added. Even better, it provides recommendations about these places: “Door man is a jerk – avoid!” or “Nick makes a great Mojito.” It sounds trivial, but trust me on this: when you’re looking for something new or wondering which of your friends is already inside the club or any other similar social questions, services like Foursquare, Gowalla, and Loopt that combine check-in and location with recent historical comments are the answer.

What should Nightlife Marketers Do?

So, what should nightlife marketers do with these services? For starters, use them. These services are free and easy to install on the iPhone and Android (Gowalla uses the Android’s native Web services rather than an application. Slow perhaps, but it works.) Try them out: pick one — my favorite is Foursquare — and install it on your smartphone. Find a venue nearby, and even if you don’t actually do anything, see what other people are doing. You are a bar, club, or lounge, it’s your job to think about how you might apply these new applications to your social marketing program.

Location-based services are based on a physical check-in and the simple question “What should I do next?”

Take a look at the new location based applications: try one out, and then take a look at your own business and ask what your customers might do differently if they could collaborate with you through these applications. You might just be surprised at how useful — and practical — the social Web is becoming.

I look forward to your comments.

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