Claiming and setting up local profiles is an important branding activity that has tremendous SEO value. Most websites that offer local business listings follow the same listing process, with a few points of differences here and there.
Last year I took on the position of Director of Marketing at Ogle School, a .EDU that has over 8 locations in the Texas area. As you can imagine, local SEO is incredibly important (as is local social) so claiming, setting up, managing and updating all of the local listings for our school is quite a task.