Yelp’s Just Not That Into You

You know what they say… the best way to get over someone is to get under someone. But what if you just want to be by your lonesome? Yelpers get very creative when it comes to finding those spots in the city to avoid the ex.

First, you need to get off the beaten path. Flora Grubb is a nursery and café that masquerades as an urban garden, and Rob B is just thrilled to be able to enjoy his “Ritual coffee without dealing with the herds of Valencia Street hipsters.” The Dogpatch Saloon is good for crying into your beer with the rest of the regulars: “2 hipster dates, 1 lesbian date, 2 drunks and Miss Lonely Hearts, a middle-aged redhead with a mountain of curls and a lifetime of trouble.” Beth S assures us, “These are my people.” [...]

Or, a few weeks back:

Pho in Love with Yelp

So you think you’ve found the most pho-nomenal pho in town? Yelpers can tell you just where to plunk down that hard-earned $6 for the most slurp-worthy meal in the city,   pho realz.

New to the pho scene? Valeria R lost her pho-ginity at Golden Star, but was lucky to have a friend give her a lesson on, amongst other things, “how to dress the bowl with basil, sprouts and lemon juice.” And while said friend failed to inform her that “it’s not a good idea for a beginner to wear a white shirt while eating pho, the collateral damage was completely worth it.” You might say Ryan V is more of a pho hoochie; he prefers it hot, cheap and easy at Pho Tan Hoa, where the steaming dish comes with plenty of “large, tender, slightly bloody tendons.” Yum!? [...]

Yes, a bit cutesy, but I love it. The bloggy, gossipy style is a perfect way to reward engaged users while drawing unengaged subscribers deep into the site.

If you live in or near a big American city, I totally recommend subscribing — even if you aren’t into Yelp itself, it’s a great overview of what  people are talking about in your city. (And fellow White Whalers, you’re all covered: the East Bay, San Francisco, Portland, Chicago, and New York.)

At the far end of this spectrum is the new Skittles.com. For a brief time last week, the Skittles homepage was nothing but a little Skittles navigation widget with a twitter search for “Skittles” in the background. Everything any twitter user had to say about Skittles was up there in real-time. Now, the homepage jumps between Wikipedia’s Skittles entry, the YouTube Skittles Channel, and the Skittles Facebook page. “Pics” links to a Flickr search for “skittles”, and the Twitter search is still under “chatter”.

Now, we know you’re not selling candy. And unlike Skittles you probably don’t have the benefit of total brand recognition. But there’s an important lesson there.

Your audience can spot “marketing” miles away. And they tune it out. Your message is still important and we’ll help you get that across in the right way (it’s classic “show, don’t tell”)–but you’re going to need to sprinkle some student voices around. First-person is in. Total control is out. Authenticity is the new black.