Foursquare and location-based marketing in Iceland

Location-based marketing seems to be catching on slowly in Iceland. Students in colleges and universities that might be regarded as the core market segment by many mobile companies do not seem to be using Foursquare or other location based applications. According to Foursquare 55% of their customers are male and the largest age demographic is 18-35 years old (Oddly large segment, not much in common with an 18 yr old and a 35 yr old).
I've been teaching at Reykjavik University this semester and noticed how few are checked in and how few interact with Twitter, Foursquare and other Social Media Platforms. Facebook clearly being the exception.
When working at Bifröst University I noticed the same, both within the student population and as well with prospect students visiting. Tweets from @gummijoh and @thorarinnh confirmed this was also the case in University of Iceland.
So for the past few days I've been monitoring the universities and noticed that this seems to be the case at all the schools. 1-4 persons are checked in at any given time and often the checked in seem to be guest lecturers.
So how and why should Universities and other establishments try to amplify the trend of checking in with location-based services?
The easiest way would be to engage with the students via Facebook, Twitter and encourage them to participate. Foursquare stickers and wifi info on gathering places and specials at cafeterias and bookshops.
Why? In short, to get more engagement with the customers, to create more sense of comradeship and last but not least to make the brand more visible to prospects and stakeholders.
What's your take on the issue, please comment.