I’m Mayor of Ideas Shop.  And Caffe Italia in Berhampore.  And I aspire to becoming mayor of Floridita’s on Cuba as well.  But don’t tell the incumbent or I’ll never unseat him.

Your votes can’t help me, sadly, as universal suffrage plays no part here.  Success is down to the number of times I visit and check in at these locations using Foursquare, the sizzling location-based app coming to a smart phone near you.

Some short-sighted social media observers have questioned the point, and likely longevity, of this increasingly popular free social media app.  They miss the point big time.

But, to me, it’s a surefire winner because it’s fun, there’s a competitive edge, and there’s a business benefit too.  That particularly applies if you’re a small business with something to sell.

On Twitter and Facebook astute businesses can engage with their customers, work through issues and complaints, provide help and advice, and create a buzz about a new product or service.

But Foursquare can help them to nail the sale because the conversation can take place when the customer is just down the road – or has just walked through the door.

Already some smart Wellington businesses, such as cafes, are treating Foursquare as a loyalty programme, offering free coffees after a number of on-site checkins.  Others regularly updates about menus, opening hours and special offers. It’s your mobile phone city guide – and for anyone wanting to sell themselves it’s free.

In New York this month Foursquare founder Dennis Crowley said the app is adding more than 15,000 new members a day.  Passing the 10 million user mark is no longer a question of if, but when.

And Crowley promised Foursquare will continue to evolve.  It’s already signed a loyalty programme with Starbucks in the U.S.

For businesses, Foursquare is like every social media platform.  The process should be Look, then listen and finally leap in. But when you do leap in make sure your messages, tone and offering are in keeping with the genre.  Or very few will want to come knocking on your door.

Watch out Fly Buys.