Today in Social

Matthew Ingram analyzes AOL’s latest tactic for its hyperlocal Patch network: inviting local bloggers to contribute free content, a la HuffPo. That’s in addition to its hordes of local hires. Matthew points out just how challenging a business hyperlocal has been for several well-heeled players. Meanwhile, IAC’s local business unit bought a buzz monitoring company, but it knows such sophisticated marketing data analysis is beyond most local advertisers. It will use the technology partly to enhance its own local listings data available from CitySearch via API. Google’s also testing new local marketing services, offering to shoot interior photos of businesses. And Patch may have another trick up its sleeve – a service that’s the digital equivalent of the tried and true “FSI” – a free-standing insert for big-box retailers.