On the face of it,

However, this is just the tip of the iceberg, there is a lot happening at the intersection of Local and Social marketing – which is what this week’s Social Summit is covering. We haven’t had a chance to make it down there, but it is the most interesting dynamic happening in online marketing and communications at the moment.

Why Social?

For many Social Media seems an impenetrable waste of energy. Why should someone be interested in our tweets? Or our followers? What is it all about?

Well, the key reason is something that has long since been the holy grail of online: community.

Facebook has done the best job so far of identifying the need for community and still it struggles to retain interest over a period of time. Other communities existing based around interest – whether it’s car ownership, or nail varnishing.

However, the issue is that these communities are mainly virtual and therefore artificial. This is not to say that the participants are not real, but there’s not much of a real world dynamic to the relationships.

How Web / Mobile Can Get Real…

Therefore, the intersection of Local and Social marketing is where it’s going to grow… where it’s going to develop, and fast.

From the $100m funding Yelp! got; to Google’s live search… to FourSquare and their ‘check in’ functionality based around geo positioning and real-life experience.

2010 is the year for Local Social. Are you prepared?