In 2012 we have seen several brands starting to take local optimization of their social channels seriously. Why? Because brands are realizing they need to set up their locations for maximum search, engagement, and discovery. It must be done for Facebook and Foursquare, which also optimizes a number of third-party apps powered by their venue data, such as Instagram, Path, Uber, Viddy, and hundreds more.
A brand’s local Facebook pages and Foursquare venues are brand assets that ought to be managed accordingly. Locations need to be properly claimed and optimized with consistent branding and accurate metadata (specifically their lat/longs) to maximize the value of these assets.
Two recent developments will significantly increase this value:
First, Facebook just announced a major update to its mobile apps that puts local “search, engagement, and discovery” at the center of the mobile experience – at the center of the most popular mobile app on the planet.
According to Facebook, its updated Nearby tab "helps people discover places near them based on their friends’ recommendations. People can explore by category (ex: restaurants or hotels); connect to businesses directly from their phone (by liking, checking in, calling, or getting directions); rate the places they visit via a five-star system; and share their recommendations... Read more