"Why We Created the Yelp Elite Squad: The Power of Authentic Reviews and Human Connection in Building Yelp's Foundation"

Kazuki

Hatched by Kazuki

Jun 30, 2023

5 min read

0

"Why We Created the Yelp Elite Squad: The Power of Authentic Reviews and Human Connection in Building Yelp's Foundation"

One question kept coming up: “Why would I ever want to write a review?” This simple yet significant query became the million dollar question for Yelp. How could they establish a robust platform of real and authentic reviews and opinions, without resorting to financial incentives? The answer lied in the power of genuine human connection and the belief that people will support and promote something they genuinely believe in.

Yelp wanted to stand for something, to represent the voice of everyday individuals who had experiences to share. The key was to ensure that money did not sway the incentive for reviewers. The authenticity of their platform relied on the fact that people were motivated to write reviews because they genuinely believed in the power of their opinions. This became the secret sauce behind Yelp's slow-growth engine.

But it wasn't just about the reviews themselves. Yelp recognized the importance of fostering a sense of belonging and purpose within their community. In the early stages of each city Yelp launched into, they aimed to identify and nurture the heavy lifters - the tastemakers in San Francisco. Their theory was simple: it was better to have 100 super reviewers who truly believed in the platform, rather than 1000 average ones.

These elite reviewers were treated like royalty, like mayors in a city-centric sense. The goal was to convey the message that great businesses were built by the people, for the people. Yelp became the place where this connection between businesses and consumers thrived. By putting faces to fellow members and the businesses themselves, Yelp built loyalty and connectivity within their community.

"The death of the newsfeed: The Overload and Changing Desires of Social Media"

The newsfeed, once a central feature of social media platforms, is slowly losing its appeal. Benedict Evans explores the reasons behind this shift, highlighting the impact of Dunbar's number and 'Zuckerberg's law'. Dunbar's number suggests that individuals can only maintain meaningful relationships with a limited number of people, making it difficult to keep up with the constant stream of content on social media.

Combine this with Zuckerberg's law, which suggests that people tend to share more and more on social media over time, and you have a recipe for overload. The asymmetric nature of the newsfeed normalizes frequent posting, even if it may come across as rude. Since users are posting to their own feed rather than sending content explicitly to someone, it becomes acceptable to share a high volume of posts, even if they are less important.

This leads to the tragedy of the commons - the more people post, the more overloaded everyone's feed becomes. People's desires and interests change over time, causing boredom with certain types of content. In response, social media platforms like Facebook constantly adjust their algorithms to try and cater to these shifting preferences.

In contrast, Google's search engine algorithm succeeds because it shows users exactly what they want based on their search queries. However, Facebook does not possess this direct signal. It must navigate the challenge of determining what content it should show users, even if it may not align with their explicit search preferences. This raises questions about who should decide what content is shown and how it should be weighted.

As users, we often swing between different types of expression and content consumption. We may find ourselves moving away from the newsfeed as our desires and needs change. The future of social media may lie in finding a balance between what users want to see and what their friends want or need them to see. It may require a shift in the way platforms prioritize content and a deeper understanding of individual preferences.

Incorporating Unique Ideas or Insights:

One interesting insight that emerges from both the Yelp and newsfeed narratives is the importance of human connection and authenticity. Yelp recognized that by fostering a sense of belonging and purpose within their community, they were able to build a loyal user base. Similarly, the overload of the newsfeed can be mitigated by focusing on content that is truly meaningful and relevant to users' lives. Both platforms highlight the value of genuine human interaction and the power of real experiences and opinions.

Actionable Advice:

  • 1. For businesses and platforms seeking to build a strong community, focus on creating a sense of belonging and purpose. Nurture relationships with key influencers and tastemakers, who can help drive authentic engagement and loyalty.
  • 2. As a user, be mindful of the content you share and consume. Take the time to curate your own feed, prioritizing quality over quantity. Engage with content that truly resonates with you and adds value to your life.
  • 3. Platforms need to strike a balance between catering to individual preferences and considering the needs and desires of users' social networks. This requires a thoughtful approach to content curation and algorithm adjustments, ensuring that both personalization and social connectivity are prioritized.

In conclusion, the creation of the Yelp Elite Squad and the changing landscape of social media newsfeeds highlight the importance of authenticity, human connection, and meaningful content. Both narratives emphasize the need for platforms to foster a sense of belonging and purpose, while also addressing the challenge of overload and shifting user desires. By understanding these dynamics and taking actionable steps, businesses and users can navigate the evolving digital landscape while maintaining genuine connections and engagement.

Hatch New Ideas with Glasp AI 🐣

Glasp AI allows you to hatch new ideas based on your curated content. Let's curate and create with Glasp AI :)