Game mechanics applied to social media: Keeping score April 6, 2007Posted by jeremyliew in Consumer internet, Internet, social media, social networks, user generated content, web 2.0.
I’m still fascinated by what lessons social media can draw from game design, and Amy Jo Kim’s work in the area.
One of her game mechanics is “earning points”, and this is one of the ways that social media sites can incent the behaviour they want.
One way to earn points would be to keep a create a complex scoring system rewarding multiple user behaviours that you want exhibited. If you were worried about it getting “gamed” by users, you could go so far as to keep the scoring system opaque so that users didn’t know exactly how points were earned.
Another, simpler, way, is to simply keep track of each behaviour that you want separately, and prominently displaying those metrics for each user. This works especially well when the points are “awarded” by other players – taking advantage of another of her game mechanics – Feedback.
Note that each number (circled in red) corresponds to a user behaviour that Yelp wants. Most important of all is the number of reviews – in this case 26. But almost as important is that those reviews are of high quality – that they are Useful (45), Funny (4) or Cool (11). Readers of reviews can with one click rate a review as Useful, Funny or Cool, and this positive feedback incents users to write reviews that will earn the appropriate feedback.
Another important metric for Yelp is Firsts (7) as this helps drive the coverage ratio of businesses that have at least one review.
All these metrics help drive overall usefulness of the site for a casual visitor to Yelp . The remaining metrics help drive Yelp ‘s social network, their mechanism for rewarding review writers without having to pay them. Hence Yelp tracks the number of photos you’ve uploaded, the number of compliments you’ve received (by type) and the number of friends that you have. I suspect that these are all positively correlated with the number and quality of reviews that a user writes.
An interesting point to note is that while reviewers rate businesses with 1-5 stars, users can only rate a review as Useful, Funny or Cool. There is no option to rate a review as Useless, Lame or Boring. Thumbs up, but no thumbs down. Why the difference? I suspect its because reviewers drive Yelp . Positive feedback is more likely to drive more reviews than negative feedback. (One of the “compliments” that Yelp users can send each other is even more explicit – “Write More!”). On the other hand, giving a business a poor rating (1 star for example) won’t change their behaviour towards the site one way or the other, and it is valuable information to users.
I like this “keep it simple” approach to earning points far more than a single point score based off of multiple behaviours.