Tim Guth, the e-business coordinator at North Shore Bank in Brookfield, Wis., is also the "mayor" of his local grocery store. It's a designation he earned through Foursquare, a year-old social network where users share tips about favorite hotspots and earn points as frequent visitors.

The honor didn't get Gluth any specialdiscounts on peanut butter or laundry detergent. Still, he enjoys Foursquare enough that he wanted to get North Shore in on the fun.

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