Social networking centers on the idea of making the online experience ‘interactive.’ Therefore, it’s not surprising that developers are constantly looking for new ways that people can integrate real life experiences into an online profile or persona. This model of social living is the basis for services like Foursquare’s popular “badges,” which can be earned by users with mobile devices that collect points for “checking-in” to various locations. These points are then applied towards specific badges. Users can also update their Facebook and Twitter accounts with Foursquare’s services.

But aside from the rampant popularity of trendy mobile/social activities like these and others, what is their ultimate purpose, and will they have any effect on how we use social networks? While to some, badges may seem like mere social media fluff that serve no more purpose than Farmville, they could be a relevant tool for branding and promoting brand loyalty with social networkers and mobile users alike.

Although they have no material value, these badges operate on “game mechanics” by providing conceptual incentive for users to continue networking, and engaging with a brand or service. In that sense, a badge system could prove to be a very effective method of unobtrusive marketing in social network settings. So, while it remains true that incorporating badges into any social network may not be an exact recipe for success, exploring new and unique incentives within networks (material or not) may be an advantageous way of putting your network ahead of the multitude.