To date, Foursquare has offered minimal competition in the world of social networking from an effective marketing standpoint because it has focused more on fun rather than brand awareness. The reality is while it acts as a marketing tool, people get caught up in the frivolous features like its points-driven race for mayor (sadly, a title I've yet to hold).
If you've neglected to use Foursquare in the past, it's time to recognize that it's evolving in a way that may benefit the mystery shopping industry. The main benefit relates to their micro-check-in upgrade. Let's look at specifically what Foursquare is up to and why it matters: