This from the Wall St. Journal on the best ways to use location based tools.
From Wikipedia; "A tool is a device that can be used to produce or achieve something, but that is not consumed in the process. Colloquially a tool can also be a procedure or process used for a specific purpose." That purpose could be getting your word out.
So social media can be a tool for getting closer to the consumer, the client. Those whom you wish to reach out to, have a conversation with, and teach them more about you and your business.
A very long time ago in a sales training program I was taught that people buy from friends. The objective was to put your customer/client at ease and let them ask questions. Of course you were to be up front, open, honest and be yourself.
Let people know who you are and go from there.
Three Best Ways to Use Location-Based Social Media - WSJ.com