Executive Summary
Geo-location technology has been around for some time now, where it was initially developed to meet military needs. However, new ways to use geo-location technology in our daily lives have been constantly established and the application of geo-location technology has evolved over the years. The rapid advancement of Global Positioning System (GPS)[1] enabled smartphones has sparked off a change in the way that geo-location technology is used in our everyday lives. Geo-location technology is now increasingly used in social media platforms, whereby users are able to share their real-time location for others on the web to view. This has drastically altered the social networking scene. There are several risks that come with social geo-location sharing and as users become more aware of these risks, social networking sites will feel the pressure to enhance their privacy settings. This will help to minimize the risks that come with sharing one’s location and it is only then that we can then safely explore the potential benefits offered by social geo-location sharing. Potential benefits would include stronger marketing opportunities, and we can all look forward to what geo-location technology can offer the commercial world in the future. Indeed, the true value will be in how we make use of the technology and this paper aims to explore the possible uses of such technology through platforms such as social networking sites and mobile apps.
Introduction
Geo-location technology is the identification of the real-world geographic location of people via Internet-enabled devices, determining a meaningful address, helping to determine the geo-location of the other party.[2] With the emergence of geo-location technology on mobile handsets, social media platforms like Facebook[3] and Twitter[4] have increasingly tied in this technology with the services they provide on their respective platforms. The social media is a social instrument of communication and is a two-way interactive communication platform.[5] With the integration of geo-location technology, the real-time interaction between each individual through social communication platforms has undoubtedly been enhanced greatly. This has resulted in a dramatic revolution of the social media scene.
Historical Perspective
Geo-location technology first existed with the introduction of GPS on handsets. Historically, this was used in many military operations as well as weapons systems for craft orientation and manoeuvring purposes. The application of geo-location technology then evolved to be used in everyday lives mainly for mapping, routing and assisted navigation purposes. It was also used to track vehicles and traffic so as to ensure travel efficiency. In times of emergency, the usage of geo-location technology has also helped to save lives and properties. For example in the case of a fire or accident scene, the nearest police car, fire truck or ambulance can be quickly identified to ensure a swift response to the emergency.[6]
Current situation
In recent years, the pervasiveness of 3G networks as well as GPS enabled smart phones has seen an increase in mobile social networking. Social networking platforms took advantage of this rising trend to incorporate geo-location technology. This resulted in a trend that had people sharing their location through social networking platforms wherever they go. Thus, it can be seen that the use of geo-location technology has greatly evolved from when it first existed. Examples of social networking sites that use geo-location technology include Foursquare[7], Gowalla[8], Facebook and Twitter. People who choose to share their location via social networking platforms do so because it allows them maintain a more interactive social lifestyle where friends can see where they are at and vice versa, and they can also discover new trending places to visit.
Problems of Social Geo-Location Sharing
Threat to privacy
Our society is now at a point where our lives are continuously under observation with powerful, miniaturized surveillance cameras and other storage devices and databases. For example, in lifts and workplaces, our every action is being observed through closed circuit televisions. In fact, most of such surveillance happens beneath the conscious awareness of many citizens. Google’s android smartphones and Apple’s iPhones have been in the news recently for storing the location data of users and transmitting the data back to the companies to build databases that will competently pinpoint people’s locations via their mobile phones.[9] This brought about much furore from the general public about the problem of prying eyes, intensifying concerns over privacy. Yet, with the rise of social geo-location sharing where we love to publish our locations onto the web for all to see, there seems to be a paradox in the social media culture. In fact, Facebook’s mission is “to give people the power to share and make the world more open and connected.”[10] Such a phenomenon really leaves one wondering if there can actually be a balance between privacy and social geo-location sharing.
The threat to one’s privacy with regards to social geo-location sharing is a problem to be treated seriously. One’s privacy is very much under threat when the details of their location are available for the entire web if the necessary privacy settings have not been put into place previously. Privacy is defined as the quality or state of being free from disturbance or observation in one’s private life or affairs. With the increasing usage of geo-location sharing through widely used social media platforms, the freedom from unauthorized intrusion is at risk. On some social networking platforms such as Facebook Places, one is able to check-in their friends to places. Thus even if one does not actively share their location, they still face the risk of losing their privacy.
Threat to personal safety
Another concern when one chooses to share their location for the entire web to view is the threat to personal safety. Social geo-location sharing gives rise to opportunities for crimes such as stalking and burglary to happen. A website mockingly entitled pleaserobme.com[11] has even been setup to ridicule the privacy flaws of location based social networking sites, like Foursquare and to raise awareness about over-sharing. Most social geo-location sharers are mature enough to be discreet about their sharing. The concern lies with preteens and teenagers who make up a significant portion of social geo-location sharers. Social networking sites have especially target this demographic by using geo-location sharing as a game concept, for example in Foursquare where one gets points for checking into places. Thus, there is a concern that preteens and teens in volunteering information about their location on social networking sites may view it as simply being a game and overlook the dangers that come with social geo-location sharing.
Approaches to reduce these risks
As we move towards a future where social geo-location sharing is likely to increase due to increasing usage of social networking sites and smartphones, the risks that come along with it cannot be ignored. It is important for us to be able to establish means to reduce these risks so as to be able to fully benefit from social geo-location sharing.
Enhanced Privacy Settings
The onus is on social networking sites to enhance their privacy settings. For example, Foursquare rolled out the off-the-grid check-in which gives users the option to hide their location from their friends but the places they check-in to will still show up in their history.[12] Another example is Facebook which has put into place enhanced privacy settings whereby users are given the option to control what others see from personal information to individual photo albums, as well as the places they check into. The controlling of the flow of information to others will help to minimize the risk that social geo-location sharers are exposed to.
Items posted online will each have their own sharing settings[13]
Users can also disable the setting which allows friends to check them into places. This will help to prevent unwanted disclosure of personal information against their will. Social networking sites are also responsible for informing users of the privacy settings that are available for them to enable so as to maximize security. Privacy settings would be of no use if social networking sites merely established them but do not play an active role in encouraging users to implement the appropriate security settings. Facebook is one example which has recommended privacy settings for its users and also reminds users to heighten their security settings.
Educating Users
There is an increasing need for users to realize the dangers of social geo-location sharing. Users have to be forewarned about the risks that they put themselves into by sharing their location on social networking platforms. This is especially so for the preteens and teenage users who tend to be less than mature users. Schools could take action by having forums to educate students about the dangers and also teach them how to use such websites safely.
Moving Forward
Despite the risks that come together with social geo-location sharing, it is undeniable that there is a viable future for it and the value of it outweighs these possible downsides. Currently, the trend of social geo-location sharing is driven by location based social networks but in the near future, this is likely to take place not just on social networking platforms but also on geo-location mobile apps, ranging from lifestyle to political apps. The increasing usage of such apps has indicated this to be the trend for the future. These geo-location apps will help to transform the way users experience, navigate and better this world that we live in. Thus, be it social networking, commerce, politics or recreation, location helps to add a whole new dimension when it is merged with the Web. By sharing our location through these various mediums, it has the potential to change the way we behave, for example where we dine, who we talk to and where we go.
Opportunities for Social Geo-location Sharing
Marketing
In the commercial aspect, social geo-location sharing is likely to play an increasingly important role. Geo-location technology puts things into geographic context which results in greater relevance and value. Marketers can now effectively target specific customers based on the location shared through social networking sites and mobile location based apps. Thus, location based apps are likely to be used increasingly as advertising forms for companies, whereby the information provided by geo-location sharers will be valuable to such companies. Yelp is an example of a major player in the location-based advertising segment. It offers special sales and offers to users based on the location that they have shared. Traditional media’s advertising base will most probably shrink as a result of companies shifting their advertising expenditure towards geo-location apps and social networking platforms. Companies can form strategic partnerships with them and by marketing through these mediums, the combination of mobility, personalization, and, greater relevance, presence and engagement will help in yielding greater returns.
On Foursquare for example, users are entitled to write reviews for places that they have checked into. This will play an important role in marketing the company across to other users, especially if the reviews are positive ones. People also tend to check out the places liked by their own friends. Thus, dining or shopping places will be able to increase their customer base through such marketing opportunities. Of course, bad reviews are also a possibility and companies would then have to work hard to maintain a good public image by improving their services or products.
Sustainability
Social geo-location sharing may also contribute to sustainability efforts through mobile geo-locations apps. One example is the CauseWorld app which enables users to earn points by checking into specific places and converting these points to charitable donations and other social goods such as donating a book or planting a tree.[14] Such apps add greater purpose to social geo-location sharing and encourage users to share their location for the benefit of others. A case in point would be Gowalla that ran a campaign in the year 2010, “Hearts for Haiti”, where Gowalla will donate $50 to American Red Cross in the name of the user that has checked-in to a specific selected location.[15] From this example, it can also be seen that social geo-location sharing can be incorporated as part of a company’s corporate social responsibility (CSR) efforts. This would be a double winning for the company as they are able to create a positive impact on the environment, consumers, communities or other stakeholders, and at the same time spread awareness about their CSR efforts to the public. Through this, companies will be able to gain support for their cause which will possibly result in customer loyalty. Consumers themselves are also able to feel god about their own contribution through something as simple as a location check-in. This is a win-win situation for both the company and for the movement towards sustainability.
Political Organizing
In recent times, it can already be seen that the political scene has changed dramatically due to the rise of social networking platforms. With the increasing usage of geo-location technology, the political scene is likely to experience yet another dramatic change. Politicians, volunteers and activists can share their location through social networking platforms and this will help in engaging voters on a deeper level than before. Politicians will also be more empowered and can better target their audience. Social geo-location sharing will thus give political parties an edge over their competitors and it is likely that in the future, social geo-location sharing will play a vital role in influencing the way campaigns are being organized and managed.
Conclusion
In conclusion, as we continue to become a highly mobile society that thrives on constant social interaction, mobile apps will adapt and cater to these needs by incorporating geo-location social features, which have already been adopted by social networking platforms. This will move us towards a future whereby social geo-location sharing will become the norm and be an integral part of a user’s day to day life.
Bibliography
http://www.maxgladwell.com/2010/07/10-ways-change-world-geolocation/
http://www.maxgladwell.com/2010/02/max-gladwell-geo-local-geolocation/
http://www.maxgladwell.com/2010/10/locationbased-services-save-local-media/
http://www.thedailygreen.com/environmental-news/latest/geolocation-services
http://adage.com/article/digitalnext/digital-marketing-future-geo-tagged-marketing/141069/
[1] GPS is a satellite-based navigation system that takes the signal information transmitted to earth to calculate the user’s exact location.
[2] http://en.wikipedia.org/wiki/Geolocation Last accessed 7 October 2011.
[3] A social networking service that lets you connect with friends, co-workers, and others who share similar interests.
[4] A social networking and micro-blogging service that sends short text messages called “tweets”, to your friends or followers.
[5] http://webtrends.about.com/od/web20/a/social-media.htm Last accessed 24 September 2011.
[6] http://www.aero.org/education/primers/gps/uses.html Last accessed 10 October 2011.
[7] A location based service application that allows you to check-in to places to earn points and rewards as well as to see where your friends are. After checking in, one can also write reviews and tips for location which will be available to other Foursquare users.
[8] A location based social network that incorporates gaming elements and uses GPS data to verify that a user is in fact at the place he is checking-in to.
[9] http://online.wsj.com/article/SB10001424052748703983704576277101723453610.html Last accessed 10 October 2011.
[10] https://www.facebook.com/facebook?sk=info Last accessed 10 October 2011.
[11] http://pleaserobme.com/ Last accessed 10 October 2011.
[12] http://aboutfoursquare.com/off-the-grid-checkins-no-longer-earn-you-badges-or-mayorships/ Last accessed 10 October 2011.
[13] http://www.bbc.co.uk/news/technology-14633427 Last accessed 10 October 2011.
[14] http://www.maxgladwell.com/2009/12/causeworld-geolocation-good/ Last accessed 10 October 2011.
[15] http://techcrunch.com/2010/02/03/gowalla-charity/ Last accessed 10 October 2011.
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Hello! This is my draft for the individual paper. Looking forward to comments to improve this paper! Thanks in advance heh (:
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