Yelp facilitates interactions between users by allowing them to give each other compliments. These compliments are often reciprocated, creating a system of exchanging positive feedback. This motivates users to post more reviews and interact more on the site. As a result, many Yelp reviews take on a personal, subjective style as users develop profiles and focus on their own popularity. By structuring compliments, Yelp is able to improve its user data and engagement, even if users' priorities shift towards self-promotion over unbiased reviews of businesses.

2. We look simply to see, see others looking, see we are seen looking, and soon become knowing and skilled in regard to the evidential uses made of the appearance of looking.” Erving Goffman, Forms of Talk

6. ...this place looks cool

8. she’s hot!

9. and she’s cool too!

11. I’ll tell her...

13. hey, look what I got!

14. hmm, he’s cool

17. hey! back at me!

18. Now they’re both happy

19. And everyone can see it

20. this works!

22. browse, click, browse...

23. traffic!

27. “ By an extension of meaning, ‘stroking’ may be employed colloquially to denote any act implying recognition of another’s presence. Hence a stroke may be used as the fundamental unit of social action. An exchange of strokes constitutes a transaction, which is the unit of social intercourse.” Eric Berne, Games People Play