Powering the local review engine at Yelp and Google: intensive and extensive approaches to crowdsourcing spatial data

Abstract

ABSTRACT This paper explores how two major location-based services in the United States, Yelp and Google Maps, use volunteer top-contributor programmes to ensure access to reliable spatial data. Through the Elite Squad programme, paid Yelp staff take an active curatorial role growing the company’s reviewer base in select urban regions in North America. Google’s Local Guides programme uses an extensive, self-service model to collect data on a global scale. Both companies enrol and motivate users in ways that present unpaid review labour as affirming, with emphases that reflect their scalar strategies: Yelp stressing tight-knit sociality and Google global altruism.