So Facebook’s long-anticipated location feature is finally here. What’s the difference in its strategy for the feature, compared to other similar social networks like Foursquare and Gowalla?

A TechCrunch article reports that Facebook “is wasting no time encouraging advertisers to start registering their businesses”; the social media giant is banking on these businesses, big or small, to use Places extensively. After all, there’re 500 million potential customers on the network.

But Facebook and advertisers should take note of a recent report published by JiWire. Cited in a Mashable article, the report found that most users find mobile coupons a better incentive than just check-in rewards.

Facebook Wants Advertisers to Help Build on its Directory of Places [TechCrunch]

Mobile Users Prefer Coupons to Check-ins [Mashable]

McCann Responds to 'Mad Men' Dis [AgencySpy]

Google Criticized Over House Ads Policy [CNET]

US Advertising on Social Networks Surges 20% to $1.68 Billion, Half of it on Facebook [LA Times]