Here’s a true story.
Last fall, I started using my Foursquare account more. I was very jealous of my friends’ badges, including a Cupcake Connoisseur badge from TLC. I wanted it (it was cute!). I found a couple of London bakeries on the TLC page and visited one the next time I went into London. That bakery was The Hummingbird, and I’ve been back multiple times since and I kind of want them to make my wedding cake if anyone’s crazy enough to ever actually marry me.
I never got the cupcake badge (it retired and I had eventually had to settle for Bravo’s Just Desserts badge), but the moral is simple: I sought out an entirely new business and became a repeat customer based on a circular graphic.
Foursquare badges are a lot of fun and I’d argue that they’re more satisfying to collect than mayorships (although I wouldn’t turn down 20% off at Starbucks). I have 39, and each one is a happy reminder — an ode to my coffee addiction, another trip to the cinema, a late night at the library, a day in London, airports on different sides of the world. They can mark an event — were you at the Colbert and Stewart rallies? Or access — so you got into five different SXSW parties? Or sheer dogged determination — 20 different pizza shops, really? And, I’d wager, no one has the same exact set as anyone else, apart from newcomers.
In the wake of Google+, Google announced a couple of days ago that you could start earning badges based on stories you’d read on Google News. I mentioned on Twitter that I loved badges and thought the idea was neat, and a New York Times interactive editor tweeted back to ask why.
I thought about it and replied back that it’s in our nature to hoard and collect. Foursquare badges (and soon-to-be Google News badges, I hope) are like digital postcards or keychains. They’re reminders of where we’ve been and what matters to us. You can tell a lot about someone from their badges: where they live, where they eat and shop, what brands they follow. As a committed anglophile eager for others to see the London that I see, I once wrote about how London could use Foursquare, and I stick by that still.
It can be easy to get consumed by social media, but Foursquare is brilliant in its mobility. It’s a social media app that necessitates breaking away from your computer cord and going out. Likewise, Google News badges reward you for expanding your knowledge and learning and reading about different things.
Are badges somewhat silly? Of course. Only a few Foursquare badges are ever linked to any tangible monetary reward. At the end of the day they’re just cute graphics on a profile. Will I keep having a blast earning them, and smile whenever I unlock a new one? Oh absolutely.