Both Foursquare and LinkedIn have announced new features that take their networks to a whole new level. Local search engine optimisation has long been valued among businesses and Internet marketers, and now social networks are looking for ways to use local features to expand their services.
For example, Facebook recently added a feature called Nearby Friends that lets users see where their friends are so they can connect in real life and communicate about local areas, destinations and sites.
Foursquare Personalises Local Search
Foursquare has always been about location, but now it is taking that speciality to a whole new level with personalised local search. This feature changes the way search works for users and could highlight what social media users are looking for.
The mobile app will rely on a user’s check-in history and answers to a few questions about personal preferences to provide search results about local places designed specifically for that person. Foursquare says that no two local search results pages will be exactly the same.
Search results will also be served based on tips, check-ins and photos that other users have submitted since Foursquare began. In other words, the social network has made local search personalised by using its database of information, along with personal preferences, to provide results about places the user is most likely to be interested in.
Foursquare hasn’t specified when the feature will be available, but says it will be rolled out soon.
LinkedIn Offers new Connected App
LinkedIn is now offering a new app, called Connected, for iPhone users that makes it easier to strengthen relationships in person. While the new app doesn’t add any location-specific features, it does encourage people to use LinkedIn in a local way.
The app makes it easy to be prepared for meetings and working lunches so you can take online relationships offline and strengthen your professional network. Connected will also help you keep track of what your contacts are doing and helps you keep up with things like job changes, birthdays and other events.
In other words, Connected makes it easier to network in real life and to make relationships more than just an online connection. Right now, the app is only available to iPhone users and is already on the iTunes store.
Does Your Business Embrace Local?
Facebook’s, Foursquare’s and LinkedIn’s recent updates show a trend in social media. People are looking for ways to make in-person interaction easier and want to make social media more personal. They want personalised search results and social media features that help them foster real-life relationships.
What does this mean for you? It means that to keep up with trends and market desires, you need to find ways to meet those personalised, local needs. Whether you have a small local shop or a large brand, look for ways to provide personal experiences and don’t forgo real-life interaction and experiences for online engagement.
Social media and Internet marketing should be used to supplement the experience your customers have when they work with your employees or visit your location. These recent changes to social media networks show that more and more people are expecting this kind of service and when you provide it, you will attract more customers.