How to Make LBS More Than a Blip

This piece from Fast Company discusses some of the first measurements companies are taking after introducing location based social networks into their promotional campaigns.  Apparently, mosty companies find little lasting impact from such campaigns.

Key takeaways:
First, it is more important than ever to tie the LBS efforts to a larger campaign in order to sustain  the positive impacts that do occur. 
Second, there is little risk in trying some of the events and tactics to see what does happen.  A little bit of the guess and check model in action might be appropriate.