When a new social platform gets released and I have got over the initial “shiny new toy” syndrome, my next thought is “how can I use this for business”?

Sometimes it’s obvious, Facebook and Twitter, and other times, Google+, it takes a bit more thought about how it could be useful.

If there is one thing about Google and Social Media, it’s that they are willing to try all sorts of things. So when I got a beta invite (I have a few to give away below) to their new Schemer application, the process of thinking about a business application kicked in. I was pleasantly surprised to see a few immediate opportunities.

What is Schemer?

It’s a social platform along the lines of Foursquare To Do Lists; based around things you want to do or have done, sometimes related to locations. It is heavily integrated into Google+ allowing you to interact and communicate with your connections. I found it quite addictive; finding things to add to my To Do and Done lists, then thinking up my own and sharing them with others. It encourages you to add others to your Google+ Circles so that you can see their schemes, and is heavily pushing selected companies already.

Want to go mobile? Well the Schemer Android App is already available and there is certain to be an iOS version very soon.

Google’s promotional video doesn’t really give much away, but I include it here for “comedy effect”!

Where’s The Opportunity?

As Google Schemer is about all the things you want to do or have done, businesses could list things related to a product or service; include links to further information on their web site or even a voucher. You could also search Schemer for to dos already listed and related to your sector, connecting with people wanting to do those things.

Wired’s Geek Dad, Lifehacker and National Geographic are amongst early partners already on the platform.

I’m sure Google will monetise the application over time, but there is a real early adopter opportunity to be had.

For me this application highlights Google’s social potential and the opportunities that exist as Social Media matures, and the market improves on earlier business models. If you would like to give Schemer a go and get in on the closed beta here are 20 invites, first come first served.