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SOCi's Google My Business integration puts brands where the online search action is

July 19, 2019

SOCi took another step toward providing its clients chains better capabilities to localize messages system-wide. The chain social media management platform said it has rounded out its integration with all major social networks and review sites now thanks to its incorporation of Google Posts via SOCi's Google My Business (GMB) pages. The integration allows chains to speak with and to audiences for each local store through everything from announcements and promotions to special offers and other forms of connection, according to a release. 

Through the integration, Google Posts appear on businesses' GMB page, Google Knowledge Panel and in Google Maps, depending on which entry point consumers are using to find local businesses. It's significant because GMB pages have not only become primary destinations for diners seeking places to eat, but also those wishing to scan or even provide ratings and reviews. 

Beyond that, GMB pages contain other features that help businesses better use their presence online through ongoing customer interaction via like Posts, Q&A, and the recently introduced "Follow" button. This is especially important in light of the fact that more than 3.5 billion queries are entered into Google's search bar daily and consumers move to find what they're seeking with no additional "clicks." 

SOCi said in its release that it believes that Google is becoming more of a destination portal than a search engine, per se, by providing consumers needed information right on the search page itself from sources like GMB. In fact, SOCi said that today a healthy 49% of all Google searches are no-click. The company believes that means it is becoming increasing important for restaurant brands to own and manage their Google pages to truly have an effective online presence with customers and potential customers. 

"Each month, there are over 5 billion searches for restaurants ... and 5 million for coffee shops on Google," SOCi co-founder Alo Sarv said in the release. "At SOCi, we know that most purchase decisions begin with an online search and that the majority of engagement happens on local brand pages. Google Posts publishing is a critical component to any comprehensive local marketing strategy.

"With this new tool, we're thrilled to support our existing customer base already using Google My Business while also empowering those who are not yet taking advantage of this valuable platform to start doing so to help round out their localized social marketing strategies."

These new Google Posts features are now available for SOCi's existing Content Manager client brands.