Facebook Eyes Up Mobile Users, Adding Local Features

Local services have seen massive development in the world of search, with Google and Yahoo each offering geo-targeted search results, specialized map listings, and integration with Google Earth and Maps for optimum business exposure. Now, leading social network Facebook appears to be taking the same steps, aiming to integrate local businesses and locations into its mobile application.

Facebook is the world’s largest social network, with over 400 million active users. With the local networking space currently controlled by small applications such as FourSquare, Facebook’s move into local networking and communications could change the way mobile users find and choose businesses.

Marketing publication Ad Age reported that McDonalds is in the process of developing an application which will allow Facebook users to alert their friends whenever they dine at a McDonalds restaurant. Other location-based businesses plan to do the same, gaining exposure and potential viral coverage whenever their activities are reported online.

Facebook has been available as a mobile application for several years, with mixed results for the company. While advertising revenue is reportedly lower from the mobile phone platform, involvement levels and usage is significantly higher, with mobile users sending the bulk of messages and engaging in applications more frequently than PC-based Facebook users.

The potential implications for local businesses are endless, the most obvious of which is the increased exposure caused by Facebook’s new local platform. Businesses are currently forced to use services such as Yelp, which have recently been questioned on their direction and business model. A free alternative offered by Facebook could see businesses quickly adapt.

The service is currently unreleased, although technology industry reporters believe it will appear on Facebook’s homepage and mobile platform within the coming month. Smartphone users will be able to access location-based features through GPRS and 3G, or by using wifi at local business points.

Image: http://www.flickr.com/photos/laughingsquid/986542579/

Related posts: