Arun Sudhaman 03 Feb 2012 // 12:00AM GMT
NEW YORK--Location-based social networking platform Foursquare has chosen M Booth as its new consumer PR agency.
It is understood that M Booth secured the six-figure business following a pitch that featured a number of other consumer shops.
The business was previously handled by Kaplow Communications, which became Foursquare’s first retained PR firm in October 2010. Kaplow did not take part in the recent agency review.
Foursquare becomes the latest social networking service to hire consumer PR support. Last week, the Holmes Report revealed that LinkedIn had hired Maloney & Fox to reinvigorate its brand, while Twitter handed Edelman a short-lived project in mid-2011.
It is understood that M Booth’s duties will include consumer education, media relations and messaging. One source familiar with the review said that social networking sites such as Foursquare, LinkedIn and Twitter are all looking to build on their user numbers and develop the type of consumer interaction enjoyed by Facebook.
Foursquare PR manager Erin Gleason confirmed that the company had selected a new PR agency, but declined to provide further details. M Booth representatives also declined to comment.
Founded in 2009, Foursquare’s 15 million users make it the leader in the location-based social network category. However, the platform faces competition from Facebook, which recently bolstered its mobile geo-social offering with the acquisition of Foursquare rival Gowalla. Smaller competitors include Loopt, SCVNGR, and MyTown.
Foursquare’s user base tripled in 2011, with half of its traffic coming from outside the US. A venture capital round in mid-2011 valued the private company at around $600 million.