Google has just released some new features for Latitude. With this update, some like Mashable think Google is expanding its social media reach and trying to compete with the likes of Foursquare. On Android and Windows Mobile phones this is bundled with Google Maps, while on iOS there is now a standalone app. Latitude’s new Leaderboard and check-in feature is only supported on Android and iOS so far.

Latitude allows you to share your location with your friends. It has a strict set of privacy policies and allows you to control what location information you want to share and with who. With the latest update to Google Latitude came the new Leaderboard feature, which allows users to check-in at places and earn points like other social media apps like Foursquare. The top person with the most points from check-ins gets a crown, very similar to Foursquare, but there is no mayor.

Since Latitude is just in the “infant” stages of offering services like check-ins, there aren’t many businesses offering discounts and specials for check-ins like with Foursquare. However, with time, this could be a big opportunity when combining other Google services like Google Offers and Google’s strong support. We’ll continue to see how this develops and update you on new services and uses of Latitude.

Do you use check-in services like Latitude or Foursquare? Would knowing that the product is backed by a company like Google help you to start using Latitude and its check-in services?