Heard the news? Facebook will soon not only track your conversations and interests, it will also be able to track WHERE you are.

It's called "Facebook Places" and for those who like to be the centre of attention it's yet another way they can use the internet to let friends know what they're up to and where they're going next.

One reason that Facebook has jumped onto the location-awareness trend is that this customer-engagement model has been proven to work fairly well thanks to the likes of foursquare (not to be confused with the famous convenience stores here in New Zealand).

foursquare is a web and mobile application which has been running since 2009 - it allows registered users to connect with friends and update their location. Points are awarded for "checking in" at venues.

Now Facebook has swept in with their own foursquaresque location service (currently available in the US, coming to NZ soon we expect).

Facebook Places by Facebook

Looks like fun, but not so great if you are trying to stay under the radar.

Uh-Oh

Taking off my rose-tinted glasses for a moment, Facebook Places will be a boon for voyeurists (and those of us who are just plain nosey) to sneak a peek at where the beautiful people hang out. Gosh, they spend a lot of time in the bathroom don't they?

The criminal sect could also be busy refreshing their business plans. There's no longer any need for them to hide in unheated vans with tinted windows until you leave home to smash-and-grab your new 3D-TV. Now they can just pull down your Facebook Places update and tweet a crim for hire with a link to your house on Google Maps (...they're bum out of luck at my place, we still run our appliances on valves and tubes).

Nah, don't worry about it. Most of us are highly predictable anyway and spend most of our time within the same very narrow boundary.  

The exciting news is that now you can expected to be bombarded with even more bragging updates from your work colleagues, friends and family who have managed to escape their well worn patch of ground and are living it up on the Gold Coast, Italy or Rarotonga.

However, this 'Places' thing could actually be good for you in these times of frugality. Make your location known and you're suddenly a walking discount voucher. Now the 70%-off sale follows you!

Good for business?

Come to think of it, if you're in business this could be pretty cool. Your customers have suddenly become walking locator beacons in desperate need of your attention (they just don't know it yet).

Where this is all going is location-aware advertising, promotions and businesses connecting their customers in new and clever ways.

If you're in business it's up to you to use this opportunity to offer useful and relevant things to your customers. Whatever you do, don't just treat them as a moving target for junk mail. No one wants to forever stalked by pizza companies offering them free delivery with every $20 order. Get creative!

Smart business owners can use services like Facebook Places and foursquare to engage mobile customers with "specials" - such as discounts and prizes offered to loyal customers when they check-in at their venue. For an example of this in action check out the Air NZ foursquare promotion. 

Affordable and fun

Even small businesses are giving location-awareness a go as an incentive to increase foot traffic, have a bit of fun and reward loyal customers.

Here's a plug for Giapo Gelato in Auckland. Check-in enough times here and you could get a free gelato waffle every day!

Since we're visiting Giapo, I just have to show you this video...

Ditch the music Giapo, but I love the enthusiasm! Wish you were in Wellington!

Make it worthwhile for customers

So, just like foursquare, Facebook Places could be worthwhile if you want to connect with customers in new and creative ways.

But as with other communication channels, it requires forethought and planning.

Think...

"Why am I doing this?"

"What's my desired outcome for my business?"

And...

"What are my customers getting out of this?"