Not knowing whether the program had actually led to increased business, "is kind of the pitfall of this," he said.
Strand Book Store, which specializes in rare and out-of-print books, has used a Facebook beacon to highlight their Page content and show upcoming in-store events. After installing the beacon, attendance at their events has risen, and they've received more Facebook check-ins and "likes," said Brianne Sperber, marketing manager at the store.
Still, because they don't yet have data about user activity within the feature, "We can't say that this is certainly because of Place Tips, but we believe there is a correlation," she said.
Facebook says the beacons send a one-way signal to users' Facebook apps, and that they don't collect information from people or change the location information Facebook already receives.
When Facebook employees were helping Birchard set up the beacon at Veselka, they were concerned that people might think "big brother" was watching, he said. "That's the last thing they want. They want to make this something useful for Facebook users."
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