The great thing about yelp is that you read reviews left about churches in your area. If someone left a negative review about a church we can reach out to them and invite them to attend our church.
The internet is wonderful to sort out what people are actually thinking and wanting. This is done all the time with advertising. Google remembers your previous search terms and can even scan your gmail for things that might be interesting to a person. This makes for effective advertising. By doing something similar online Mormon missionaries can likewise find people interested in hearing the message of modern prophets and apostles by finding those who are dissatisfied with their current church. Yelp is just one of those tools to put in our tool belt to help find those who might benefit from a personalized invitation to attend The Church of Jesus Christ of Latter-day Saints.