Once upon a time realizing university officials really wanted to know where students were congregating and what they were doing together had an ominous ring, but that's all changed in the super-connected, GPS-tracked world of today's social media. Internet connectivity no longer means checking in from the vague no-man's-land of cyberspace: with the smartphones almost everyone now has (at least the Gen Y set), you are constantly locatable in real space through the geo-locator technology built into your phone. This geo-social component of social networking offers new possibilities for interacting with places as well as people, and leaving a market-opportunity-rich breadcrumb trail while you're at it.
Student affairs personnel at universities across the United States have already begun to utilize the new tool available to them through companies like FourSquare. Others who haven't jumped on the bandwagon are analyzing the numbers to see if geo-social connectivity is worth the investment of man hours to set up and administer it. To assist schools in making this decision, the Education Advisory Board has put out a useful Student Affairs Technology Update report on using FourSquare specifically. The following chart from the report shows how various campuses are already using geo-social media and to what ends: