Today’s consumer is more discerning and more connected than ever before. Whatever you may feel about the current state of social media - whether you consider it an overwhelming wave of too much information or an integral part of your marketing mix - there is no denying that social media is redefining the lines of communication between brands and their clients and allowing them to forge relationships like never before.

As a franchise business owner, it’s important to know that the customer experience in this new world order requires a new kind of strategy because the social sharing of the customer experience - good, bad or indifferent - is exactly how businesses are now being judged.

Enter Foursquare and the idea that customers can develop a community around the businesses they frequent. The Foursquare experience starts when a user checks into a particular location via the site’s free mobile phone app. User then share that location with friends and can see who is nearby and also using the network. “Shouts” to and “tips” can be shared with other users and the whole experience can be linked to Facebook and Twitter accounts. Foursquare also involves reward system that encourages users to check in as much as possible to earn points and receive badges and mayorships if the frequent an establishment more than anyone else.

Foursquare has changed the social media landscape so much so that competitors such as Facebook and Yelp have also added the concept of geo-location-based tagging to their services. It has opened the door for businesses, large and small, franchised and independent, to see their customers in a completely new and more engaging way.

Should you be checking in? Yes you should. Your customers demand it. In fact, they are probably building a community around your brand even if you still have yet to adopt social media into your mix. Aren't you the least bit curious what they are saying about you?