You might not be checking in on Foursquare, but the Foursquare is checking in on you
Foursquare check-ins in New York City. Photo: Courtesy of Foursquare Way back in 2009, when Barack Obama was president and Little Nas X was 10 years old, one of the most talked-about start-ups in the tech industry was an app called Foursquare.
When Foursquare launched at SXSW in 2009, it grew quickly thanks to a dedicated contingent of super-users eager to earn mostly meaningless badges and mayorships. In its first two years, millions of users download the app and cheerleaders predicted Foursquare was on track to be the next Facebook — a billion-dollar valuation was not out of the question.
Co-founder and executive chairman Dennis Crowley says the human check-ins gave Foursquare engineers and data scientists the ability to verify and adjust location readings from other sources, like GPS, Wi-Fi, and Bluetooth. As it turns out, the goofy badges for Uncle Tony that made Foursquare easy to dismiss as a late-2000s fad were an incredibly powerful tool. “Everyone was laughing at us, ‘Oh, what are you, just people checking in at coffee shops?’” Crowley says.
And yet — largely because of its relatively low profile — Foursquare has avoided the public backlash sparked by data privacy scandals like the one Facebook set off by the revelation it had partnered with Cambridge Analytica. “Foursquare is not the company it was five years ago,” says Jessica Vitak, director of the University of Maryland’s Center for Advanced Study of Communities and Information.
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