Facebook ‘Nearby’ Tackles Geo-Location Targeting

It’s pretty safe to say that geo-location marketing through mobile and tablets will play a huge role in digital marketing for 2013—especially after Facebook’s recent update that includes a new feature called “Nearby.”

Look Out Foursquare

“Nearby” is taking on the Yelp and Foursquare market by offering Facebook users location-based discovery and interaction. The new category allows users to find local businesses and friends through the iOS and Android app.  

By tapping on the top-left navigation icon and selecting “Nearby,” users are displayed a map with local businesses in close proximity. Below the map of businesses are reviews and check-ins by a user’s Facebook friends. Obviously, this takes on a very Foursquare and Yelp type experience, and Facebook is not new to using the check-in feature, but as the largest social network on the planet, “Nearby” has a lot of potential for local businesses. 

What's the cost?

So far Facebook hasn’t discussed whether they will be monetizing this new mobile feature, but knowing their aggressive ad and marketing tactics, it should only be a few weeks before we understand its role for local marketing initiatives.

Although mobile apps such as Yelp and Foursquare seem to be dominating the geo-location marketing world, Facebook users will not have to leave the social platform for reviews and local businesses. And since over 600 million monthly users are active on Facebook’s mobile app—this may be a huge hit for mobile advertising.

What are your thoughts? Will you be using the new Facebook “Nearby” check-in and review feature? Do you use any review and check-in sites currently? Let us know what you think about the advancement of geo-location marketing!