For those worried about privacy, location based social media is not for you. The ability to publish what you are doing and where allows smartphone wielding consumers to “check-in” to businesses and other locations.
Businesses are able to offer special deals and promotions to customers who check-in. This process encourages word of mouth advertising. Sites like Foursquare also include a competitive element where rewards are given to users for checking-in to certain places, or for checking-in to locations the most.