Maphook is a new journal and social networking application (for the iPhone, iPads and PCs) that allows users to create location-based entries – termed ‘hooks’ - about events, activities and places that can be shared with their contacts and other users.
Unlike blogging and traditional social networking applications, MapHook provides a flexible, yet structured way to organize information and search for content. Users’ hooks – which are like geo-tagged digital memories – can be categorized and combined into stories, and searched based on a variety of criteria, including author, location, time and type. MapHook also integrates with third-party content from Wikipedia and Yelp to enable users to search for other content.
We found the concept of MapHook to capitalize on a couple of key trends we’ve noted – the first (and obvious) is the ever-present and growing location-based sharing, while the other is something the iPad’s FlipBoard may be paving the way for in the most compelling fashion – aggregation of your social network’s content to create a personally relevant and curated experience. While MapHook is focused around what to do and where to go (vs. FlipBoard’s broader content), it will also integrate third-party content from Yelp and Wikipedia, in addition to yours and your contacts’ selections, in order to provide a more complete set of options near your location.
The success of MapHook is of course dependent upon a) users signing up for and populating the free service with their ‘hooks’ and b) revenue streams (we assume from local/retail advertisers or referrals). But in just over a week since its launch, it’s been downloaded more than 10,000 times by individuals in over 50 countries.
It will also be interesting to see how competitor Foursquare evolves its offering to offer more content integration with partners (like New York Magazine and The New York Times. Can you accomplish a few of the same things on Foursquare? Quite likely – but what MapHook lacks in volume of entries/locations, it might make up for with a simple interface and more collective, visual perspective on your network’s tips.