Local Search: Real-Time Content is King

On fourth of July weekend, I went to my favorite farmer’s market, Round Swamp Farm, to pick up a pie for a group of friends.  Much to everyone’s dismay, I came back empty-hand, because Round Swamp had closed early due to the heat.

Before going, I had checked their Google+ Local Listing, to make sure they were open: RoundSwampGoogle+

All clear. As a backup, I even checked their web site:

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Both Google+ Local and their own web site indicated they were open, so I went on over.  But, it turns out I should have checked their Facebook page:

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They announced their closure via a social post on Facebook!  They didn’t do it on their own web site.  They didn’t do it on Google.  They did it in Facebook.

Increasingly, I am noticing the richest, best content about a business is on its Facebook page.  Not just posts – but pictures (both from users and from the business), updates, and recommendations.  

A fun exercise:  Compare your favorite businesses Web site, Google+ Local listing and their Facebook page.  Which provides the richest experience?