In my column posted this week on Marketing Land, I shared key takeaways for local businesses looking to leverage Twitter’s new Nearby feature, which enables certain mobile users to discover tweets posted by others in their immediate vicinity.
The tool, which is still in beta, has received early buzz from marketers and analysts. Many believe Nearby could potentially provide opportunities for local advertisers if it becomes a staple in Twitter’s mobile app. Their immediate focus has been on how Twitter might use Nearby to enable small businesses (as well as national businesses with local outlets) to promote sponsored tweets within the Nearby map to targeted users. Those talking have described Nearby as Twitter’s first stab at entering the local space in a way it hasn’t been able to up to this point.
Although Nearby is still in its beginning phases, I still think there are simple steps that local businesses can pursue now to take advantage of Nearby as part of their ongoing Twitter efforts. Check out my full column on Marketing Land to learn more.