Facebook is all set to roll out location-based features for users and company brands. We could see the availability of the options for this awaited feature any day from now. It will allow the users to post their location within status update. It would also include the ability to check in at various hot spots in the city such as retail stores, restaurants and night spots. However, the exact details are still unclear and hazy.

McDonald’s will reportedly be the first brand to test the new features. According to the report by Advertising Age, users will be given the ability to check in at a location using a status update on Facebook, and then see a featured product targeted to that location.

Following is an Excerpt from the report:

As early as this month, the social-networking site will give users the ability to post their location within a status update. McDonald’s, through digital agency Tribal DDB, Chicago, is building an app with Facebook would allow users to check in at one of its restaurants and have a featured product appear in the post, such as an Angus Quarter Pounder, say executives close to the deal.

When the service rolls out to the end users a major privacy concern will also roll out alongside. Presumably, Facebook will make sure to address privacy issues with its location features and implement the settings that allow sharing your location only with friends group of your choice.

Verdict

Facebook has a huge user base and widespread reach through its native apps for major mobile platforms. Its new feature can pose a direct threat to other location-based services like Foursquare and Gowalla, who are specialized and experienced players in location-based services. They often make their earnings through integration with top brands. This move of Facebook may put these players in an uncomfortable position.

On a final note, it’s quite difficult to predict the exact details that what Facebook is featuring in this service. However, I would not expect to see updates like:

Mr X had our brand new McChilly at McDonald’s” “Buy McChilly as he did, Get 10% off on weekends.

And neither would I prefer to see a sponsored Ad link in my Facebook updates when I share my McDonald’s facts with my friends!