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Your original post said that there were tracking numbers.  There was no mention of "phone" numbers.   I assumed that they were parameters on the URL of referred traffic for the purpose of attributing sales. I guess I just would just rather see them invest in content rather than duplicate links. I agree with the value of content.  Most of my investments are going there.

Thanks everyone for your your thoughtful insights and confirming my initial concerns.  All the best!

Brenan, Overall, from a branding perspective I would use the commas for the name as it is more readable.  What James is saying is absolutely correct: about the line (the pipe) it is what is used to separate the business name or brand name from the page or site title in a title tag: (His advice is spot on) Trane Air Conditioners | Jones Plumbing Heating and AC For me, one thing I would check if this is really someone doing AC repair, is do people there search more using AC repair or air conditioner repair, etc. I think you may find that spelled out is better from search quantity point of view. But, if you think you can be more competitive around the ones with less, that is attractive too. Hope we helped.

Yes, you are correct that certain kinds of call tracking and having different numbers out there online do dilute your NAP and you don't want it for your local rankings. That said, there are definitely services out there which do different types of tracking without giving different numbers. One I can across was m.Call. (Note: I know nothing about them except that they say their service avoids this.)

Hi Brenan, Social is worthless if it is not, well, Social! The most important facet of using social media is building authority and/or recognition in your space. This kind of authority brings a raft of benefits, not the least of which is the fact that people will want to share what you share... At a minimum I would pick the two that "work" best for the individual (or company they represent), and start participating in those in a meaningful way. If that works out, then try adding another and see if it also works for you. How many you can realistically manage to make a real contribution to will become clear over time. My personal view is that a profile that looks like it has been deserted is more likely to do harm to your reputation than good. Cyrus talked about managing profiles as part of a link building strategy in a blog post just last night. There is also some discussion relevant to your question in the comments on that post. Of course, there are some directories in the SEOmoz resource list that fill the bill for your co-worker too In short, give yourself a big thumbs up on this one and send your co-worker a link to the post as well! Sha