Unlike Yelp, Google has never successfully built a community around its local service, and the fact that Google+ is pretty much a flop hasn't help. That said, it looks like a major shake-up is in motion at Google with respect to both Google+ and local.
And - today - I actually received some spam from Google asking me to join and be a guide. So they're maybe kinda sortta trying to promote Google+ Local and build it into a viable social media, competitor to Yelp.
One can hope.
Here's the spam they sent me:
The idea is like Yelp Elites to motivate and reward a bunch of do-it-yourself, passionate local reviewers.
Resources on Google Local Guides
- Google Takes On Yelp Elites With Its New “Local Guides” Program - TechCrunch, February 6, 2015.
- Google Local Guides (Official Page)
- Sign up to be a Google Local Guide - yes, you too, can help Google build content for free to compete with Yelp!
- Official Google Support Files on Google Local Guide - the Q&A of it.