Dive Brief:

• A new report from Leadtail and Neustar showed that CMO's tastes and strategies in social media are shifting. Highly valuable audiences, regardless of their size, are more sought after than large audiences. 
• The report, which surveyed nearly 1,500 CMOs, found that location-based check-in apps are on the decline. Only 5% reported sharing data from apps like Foursquare, compared to 28% two years ago. 
• In contrast, cross-posting of LinkedIn content to Twitter is up 200% from two years ago. 

Dive Insight: 

Marketers' habits follow where the people are. Location-based marketing has moved beyond the simple check-in, so it's no surprise that CMOs have drastically reduced focus on those apps. Foursquare, a pioneer of check-in apps, has said that it is also moving away from check-ins as a major part of its business strategy.