If you’re already up and running on Twitter, Facebook or other social media tools, a great way to augment your social media efforts is by tapping on one of the hottest trends around, location based services (“LBS”). Location based social networking is something VERY well suited for airlines. Just like “Tweets” was the buzzword of 2009, by the end of 2010, I expect “Mayor” to be the buzzword. And, these services are made to work well in the travel industry.
Popular Location Based Services
If you’re unfamiliar with LBS, here are a few that are popular, including a couple of travel specific ones:

Foursquare - Foursquare is a location based game/application, where users “check-in” at places around the city.  They get points for check-ins, adding new locations, and extra points for multiple check-ins in one day.  Check-ins can be automatically shared on Twitter and Facebook.  They can also become “Mayor” of a location if they have been there the most out of all Foursquare users.  Friends have access to see where you are, and where you’ve been, which can facilitate social gatherings that might have not otherwise happened.

Some companies are starting to use this application to …

AirFrance-KLM recently launced Bluenity, what they claim as the “first social network for travelers” by an airline. But as Scott Carmichael pointed out in his article at Gadling, Lufthansa was the first airline to launch such a social network called GenFly Lounge – targeted at student travelers. Both of these sites follow the norms of social networks, allowing you to add friends, have a profile page, and of course, update your travel plans and interact with other travelers.

But it’s important for airlines to differentiate their efforts so that they’re not creating yet another Dopplr (which I think is a great community for travelers). So, what are some of the things that airlines can do to ensure that their online forays help enhance the brand overall?
How to “control” the brand online?
Don’t even try! Since it’s the world of user generated content, user opinions often matter more than what the “corporate speak” is. As Michael D’Esopo from Lippincott shared in his interview, there is a need to allow free discourse to take place online. The airline should really just act as a moderator. This way, …