Why do we find the need to ‘Check in’?

So the other day my friend was discussing with me what he had recently been learning about in sociology. He was telling me about how there is a pattern with people who go out on the weekend and post about it and ‘check in’ on facebook.

And it got me thinking about all the social media outlets one might utilise when they do in fact do a certain activity and how it can influence marketing of a certain business.

So for instance a night out on the town usually follows a pattern somewhat similar to this one..

  1. pre-drinks

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2. selfies –> post to instagram

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3. discuss random conversational topics with friends –> post a tweet. start mass hashtag trend and debate.

“Hannah Montana versus Miley Cyrus #whoisbetter”

4. head out to party/club –> check in

“gettin white gurrl w8sted!”

5. hack friends facebook –> ‘like’ embarrassing pages

6. then later proceed to check in to maccas and then upload photos of your night out.

Another typical pattern belongs to those fitness addicts. They check in at the gym, share photos of their healthy, clean eating meal or review that latest protein powder from bulk nutrients on twitter.

Anyway what i’m getting at is this pattern. And for some reason people have this desire to let other people know what they are doing, what they’re wearing, who they’re with and so on and so on.

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As a marketer there must be so many opportunities to exploit from this trend.
And i’m pretty sure I’ve seen or heard of companies displaying signs in store with promotions along the lines of “check in to receive 20% off your frozen yogurt” or even “like us on facebook”.

But how else as marketers can we make people actually want to check in at ‘Mynt’ or want to show that they’re drinking Absolut Vanilla vodka, or wearing those new nike free runs, or swear that Bulk Nutrients whey protien isolate cookies and cream gets you huge?

And i think ultimately it comes down to developing your brand’s image long before you think about the social media side of things. If you’re business is passionate about something and you’re good at what you do, then your consumers are obviously going to want a bar of it and want to be recognised as being associated with that image that your brand portrays. Naturally the check ins and likes will follow.

So in my opinion brands should worry less about how many ‘likes’ and ‘check ins’ they have and start focusing on what they stand for and develop a following of consumers who value the fact that what the business does, it does well.

Any brands that you know excel at something or have an image which you want to be associated with?

or have you seen any recent incentives advertised by brands to get you to ‘check in’ or ‘like’ their page?

Lettuce know 😉