Foursquare is still one of the most popular location-based social media tools based on number of users, but restaurant/bar owners also should consider adding the relatively new program SCVNGR to their arsenal. Like foursquare, SCVNGR users check in to your venue using their smartphone and can let their friends and Facebook/Twitter feeds know. However, the main difference is that users take part in challenges to earn points and gain badges and/or rewards from the restaurant/bar.
These challenges including taking a photo of something in the restaurant/bar or finding a particular item on the menu. This adds a great level of interaction between you and your customers.
As the restaurant/bar manager or owner, you can claim your virtual business at http://scvngr.com/builder. The lowest package, which allows you to create up to five game elements, is free, but more elements will cost you between $80-$1,080 per month (SCVNGR recently removed pricing from its website, so I can’t confirm these prices anymore). I recommend using the free package for now.
Whatever package you choose, you still get access to analytics, which are key to learning about your customers. For ideas on what to do with the analytics, please review my foursquare column.
Regarding some game elements, I suggest a social check-in (so the user’s Twitter/Facebook connections see he/she is at your bar), snapping a picture of the exterior (great in helping with recognition of your venue) and shouting about a nightly activity your bar is doing (e.g. poker on Mondays, karaoke on Wednesdays, team trivia on Thursdays, etc.). For a reward, buy one get one free always is a crowd pleaser.
The upfront time and effort required is less than an hour, and the upkeep is even less. Just don’t forget to check those analytics at least weekly to determine what changes, if any, are needed for your marketing efforts.