Where are Foursquare and Gowalla going?

I haven’t used either since February. Others are feeling the same fatigue. The question is why.

The Identity Issue

Much of what we use Social Media for is expression of identity. Checking into a location says ‘I’m the type of person who goes here.’ Becoming a mayor says ‘this place is a key part of my identity.’

But it’s a very slow and clumsy way of expressing identity compared to a quick tweet or a like. Speed is of the essence today. Foursquare’s identity value has been eroded by faster tools.

Financial Benefit

So the only remaining reason to check in is financial benefit – promotions, discounts, mayor rewards. That’s fine, but it narrows the appeal significantly. Fatigue sets in quickly when the only reason you’re using something is a discount you may or may not get.

This is a precise reason why we must get to the bottom line with what we do and MATTER to people. Tools that help people matter to each other will survive. Tools that are just clever mechanisms won’t.