'Just when you're getting used to Foursquare and Gowalla and Yelp and Facebook Places, there are new apps to check out. Instagram, Path and not-as-new Foodspotting are photo- and activity-oriented social smartphone apps that are centered on what you do once you have checked in somewhere. As brands, the cool thing about these new, more focused apps is that there's a bit more of a purpose to rally around...'
'If we are thinking about what our clients should be doing in the social space, maybe it is not always about determining how to fit a brand's values into the everything-for-everyone style of Facebook. These other applications seem like they are new, more manageable opportunities for brands. Being centered on a more specific experience is a better way for a brand to jump into the endless stream of what everyone is doing all the time (which is kind of impossible to get your head around a lot of the time).'