According to its co-creator Steven B. Johnson outside.in is “an attempt to collectively build the geographic Web, neighborhood by neighborhood.” Johnson explains that the purpose of outside.in is to unite the various voices emerging from hyperlocal bloggers, review sites, city government sites and traditional media and ground the information geographically.

Hyperlocal content does not necessarily mean focusing on smaller areas and excluding metropolitan areas like New York or Dallas. As a matter of fact, many sites I discuss throughout this webtext have the bulk of their content geared toward major cities rather than small towns. Recommendation site yelp asks users to share their local knowledge of businesses and organizations ranging from restaurants to churches.

In a reputation economy, information about other users’ reputation spreads quickly so that if you violate other users’ trust, it will affect your reputation throughout entire networks of people. Whether it is conscious or not, those providing advice and generating other content for social media are getting something out of the process as they construct their collective identities.

Ultimately, the hyperlocal approach isn’t just about people typing in their zip codes and receiving aggregated local content but rather contributing content in the form of stories, photos, videos, etc. Users want personalized content but they also want control over their media, control over the way their stories, locations and neighborhoods are represented. They want in on the action.