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social analytics platform Viralheat, we have new data points in which to judge the fallout of SXSW.

the one getting the most attention on Google Buzz, Facebook, Twitter, and other social networks is clearly Foursquare (), which earned more than 38,000 mentions on social channels at its peak. In comparison, Gowalla () garnered less than 25% of that amount, peaking at 8,296 mentions.

Nearly one in five smartphone users are tapping into check-in services like Foursquare and Gowalla, according to a ComScore report released yesterday. A total of 16.7 million mobile-phone subscribers used location-based services on their phones in March. That amounts to about 7.1 percent of the entire population of mobile users. But among smartphone users specifically, 12.7 million checked in with such sites during the month, representing 17.6 percent of all smartphone owners, ComScore said. For the purposes of its study, ComScore included such location-based check-in services as Foursquare, Gowalla, and Facebook Places.

Compared with most smartphone owners, those who used location-based sites on their phones also proved more likely to access other types of mobile content. More than 95 percent of them used their mobile browsers or mobile apps. Almost 62 percent grabbed the news on their mobile devices. And in a stat that will make retailers happy, almost one third of the users browsed to online retail sites on their phones, while one fourth accessed online shopping guides. Users of check-in sites also got a heavier dose of advertising. Almost 40 percent of respondents said they remembered seeing an online ad during March, compared with just 27.5 percent of all smartphone users who said the same thing.

n advertising circles there is an axiom that says that a customer has to be exposed to your product or service at least three times before they will convert. It's called the rule of three. It's why companies run remarketing campaigns. It's also an explanation for two conflicting surveys concerning location based social media.

In the first survey by Dubit, a youth communications agency, they found that 48% of teenagers surveyed had never heard of location based social media services such as Facebook Places and Foursquare. And of the 52% of the teenagers that had heard of these services, few of them actually used those services. The survey consisted of 1,000 teens between the ages of 11 to 18.

The second survey by Comscore's MobiLens showed that 16.7 million mobile users accessed check-in services like Foursquare and Gowalla. And 95% of those users regularly accessed a mobile web browser. The medium age range was 18 to 34. So what's going on? How can teenagers, who practically live and sleep with their mobile phones, be so out of the loop when it comes to location based social media? The answer is that they simply haven't been exposed to the services often enough to see the value.

It was almost exactly one year ago that Facebook launched Places, their location-based offering. Reading the press at the time, you would have thought it was going to be the Foursquare-killer, the Gowalla-strangler, the Loopt-beheader, etc. Nevermind that Facebook partnered with all of them for the launch — those guys were done. Fast forward to today: Foursquare recently raised a large round of funding valuing them at $600 million. And Facebook is killing off Places.

More and more social networks are offering geolocation. How does a person keep up without joining every service under the sun? A Palo Alto, CA-based startup called Ban.jo hopes to become geo-location central by allowing iPhone or Android mobile users to see who’s nearby, no matter what social network they may be using. Ban.jo founder Damien Patton, who launched the free app at the end of June, says it has already been downloaded in over 100 countries. He wants to make all geolocation services more useful to more people by eliminating the barrier of having to sign up on a case-by-case basis. So far, Ban.jo users can see the locations of people who have declared their locations via Twitter, Foursquare, Gowalla, or Facebook.

One in five smartphone users currently use location-based "check-in" services on their phones, representing 16.7 million U.S. mobile subscribers, or about 7 percent of the nation's total mobile phone population, according to a recent study from comScore, a Reston, Va., audience measurement service. That's quite a jump from the piddling 4 percent figure announced after the results of a Pew Research Center survey were released just last November. But for small business owners who've been looking to geolocation services to put them on the map in front of new customers, that growing propensity for check-ins is certainly welcome. The comScore study found that 16.7 million mobile phone subscribers accessed retail sites and shopping guides on their phones during the one-month test period. Further, 12.7 million of those participants said they did so on a smartphone -- a figure that represents 17.6 percent of the nation's smartphone users. That's an impressive growth statistic when you consider that companies like Foursquare and Gowalla launched in 2009 and 2007, respectively.

Agencies Mizbala and twentythree created an eerie location-based campaign for If I Die, a Facebook application that lets people record a message that will only be published after they die. Of course, no one think they're going to die anytime soon so people needed a bit of prompting. Mizbala used th APIs of popular location services such as Foursquare, Gowalla, Facebook Places, Twitter and Google Latest to track checkins all over the world. Once they located a person, they'd place a call to the location the person had checked into and asked to have the establishment to put the person on the line. Once they had the person on the line, they'd leave a creepy message and tell the person to go to the If I Die Facebook app. You can check out the demo call to Mashable's Adam Ostrow in this video to see what it's all about. Did the campaign work? Oh yes it did. Without any advertising, the campaign received lots of press in newspapers, blogs, radio and TV coverage which resulted in an 800 percent increase in recorded messages being left on "If I Die". But ask yourself. Do you really wants to be found this easily?

Banjo has three main goals. One is to connect you to your social networking friends you didn’t know were nearby – for example, a friend from Facebook or Twitter, killing time at the airport, only a few gates away from you. It also wants to hep you find out what’s going on nearby by providing access to status updates and tweets from everyone around you, in a radius you specify. And it provides you with a way to virtually visit other locations, even when you’re far away, to see what’s going on with the people there.

The people Banjo finds don’t necessarily have to have “checked in” using a location-based networking service like Gowalla, Foursquare or Facebook Places. While that helps, of course, Banjo is designed to also pull in locations from geotagged tweets, uploaded photos, and other media from all social networking services. Wait – all? Yes, that’s the plan. Patton says they have 22 services they’re focused on integrating now, but the company’s goal is to become a federation of all social networks, big and small, from around the world.