“This is another way for us to help businesses manage—or even just create—their social identities, because it gives them one place to respond to reviews, update Facebook and post to Twitter,” said Kara Nortman, Citysearch’s SVP, publishing.

While there’s no financial gain for Citysearch (or Twitter) from the integration right now, Nortman hinted that the company had its eyes on a potential “premium” social media offering in the future: “Down the road, we think about rolling out enhanced features—business owners could pull content out of tweets for example, and highlight it on their page,” she said. “But we’re focused on keeping everything free right now.”

I asked Nortman about potential ad clutter—since Citysearch runs ads on its local business listings, and business owners can create sponsored tweets from third-party services like 12seconds—but she said the company had no plans to “interfere or restrict” the users’ access to Twitter. Meanwhile, she acknowledged that including tweets on business pages would have SEO benefits, particularly with the big search engines making it a point to index tweets.