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Posted 04:18 PM July 07, 2009
social networking is going to be an important part of local search, and when combined with reviews, ratings, and proximity scoring in a pure search environment, it closes the loop in the real world of mimicking local consumer behavior patterns.
the central issue (no surprise here) is one of advertiser adoption and user destination/partner distribution value... or better put, having enough money to wait these two things out, ~ because you believe that your product fills a market void and has staying power...
review and ratings aggregation in a social networking environment is a noble, yet challenging cause. we applaud their innovation and dedication to making local search work for the user, and therefore the advertiser.
Two issues - The first is scale, as in a massive, active user base willing to inform objective business listing with subjective opinions. The second is relevance, as in some way to ensure the reviews you are reading are not written by shills, angry ex-lovers, or crazy people. Facebook can address both of these challenges. It has a massive user base, and it’s networked, which provides all kinds of useful ways to vet the trustworthiness of a reviewer’s opinion. If Facebook jumped into the local search space I believe they could corner the market. But I think Yelp has actually beaten them to it.
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Local search is about augmenting the local behavior and consumption patterns that are virally manifested in our everyday lives. It's with our local circle of friends, family, coworkers, and acquaintances that we share our experience and opinions. Whether you're talking about finding the best sushi, this weekend's street fair, or a reliable handyman, local consumption and communication are personal and, in many cases, originate from trusted sources.
On the Internet, local business information is readily available, but it's often static, impersonal, and removed from the characteristics of traditional local communication patterns.
These factors combine within a trusted social networking environment to further qualify the accuracy of search and the validity of business reviews. It's a natural checks and balances on the aggregation of opinion-based, user-generated content.