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Outsmarting Social Media: Profiting in the Age of Friendship Marketing by Evan Bailyn

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5. Where Social Meets Local

People need to find places near them in order to live their daily lives. We go out to eat, grab a cup of coffee, pick up groceries, see movies, go clothing shopping, get things printed, and various other everyday activities. We usually don’t think much about how we decide which local place will serve our needs, but an entire industry is built around it.

The local industry used to be dominated by two sources: word of mouth and the Yellow Pages. You probably remember the days when you would use the Yellow Pages to find anything that you didn’t already know about. Those days are over, thanks to Google. Personally, I think that’s a good thing, because Google finds local places far quicker than a telephone book and gives ...

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