The data Google+ Local draws on to make its recommendations is large and extensive. What is currently missing, however, is a tie into most social media. Google+ Local does not know if that Dave & Busters is highly ranked by a user’s friends or not, unless those friends wrote reviews that Google has access to. Because of this the social media agency needs to work within the channels Google+ Local does draw from.
Selena Narayanaamy, the Director of Strategy Development at BlueGlass Interactive, sees that gap in Google’s rankings closing in the near future. This will relieve some of the burdens on the social media agency because their work will then have an increasingly important place in the local search environment.
Local search will soon draw upon FaceBook check-ins and data posted about locations to FaceBook. Other services will also tap into FaceBook, so even if Google does not have direct access it will still sniff some of the data from other cooperating services like Gowalla and Foursquare. Another useful feature will be geo-tagging. Even if a tweet is not about a location, if it is tagged in a certain location, then Google can use that data to signal some traffic.
To account for this increasingly large data pool, the social media agency will need to corroborate data. Making sure that geo-tagged videos are given the correct location will become important. Making sure the name of the business lines up across the services will be important.