The document describes a mayor who mistakenly checked in too early for a Labor Day parade event on Foursquare. Though they checked in on the wrong date, many people still checked in. The mayor considers ways to make use of their position, such as coordinating meetups or providing tips for attendees. The implications suggest for event organizers to check in early to own the venue and provide useful tips for attendees to enhance their experience.

1. CASE STUDY

2. Oops did I do that? I actually thought the parade was on Sunday (9/5/10) but it was actually Monday (9/6/10). I (made the event and) checked in too early!

3. OK. Did that, so what next?

4. Should I just watch? Should I coordinate “checkers in” into a community? At least a meet-up? What the hell do I offer as Mayor?

5. Wait a minute, I know her. But does she care that I’m Mayor of the West Indian Labor Day Parade?

6. The check-ins rose again. Damn. This parade is popular. I guess brands still don’t have tips? All good, there were only a million+ people on Eastern Parkway.

7. I’m just a casual Foursquare user. I’m no…

9. IMPLICATIONS Read The Future +If you know your audience will be checking in somewhere in the near future, own the check in (and hopefully participate in their experience). Have An Affair +Have a quickie with your target audience. Be useful. Give them tips about what to do, what to see, who to meet (safety first mates).