Recent updates to Facebook's Places feature increase interactivity and enhance users' local search results with recommendations and "community edits" options.
While people could previously only check-in or "like" a location, the recommendations feature is intended to draw users to the places that their friends prefer. Once written, the message is published on both the user's news feed and the Place's page, according to Search Engine Land.
Inside Facebook points out that local business owners who also utilize Facebook Pages could quickly gain viral popularity if users "like" the recommended pages. Companies could use promotions in their info sections to coax fans into completing recommendations, concurrently growing their "like" count and visibility.
In addition, the Community Edits tab lets users add details about popular places in their cities that have incomplete listings. Facebook integrates Bing into this feature, giving people the option to use the search engine if they need help filling in the blanks. Businesses can benefit from users who are loyal to their products or services, since these people will be more likely to complete missing data.