10:30AM July 29 2010
The positive power of social media
The digital world went into shock as rumours were confirmed that Fabric had gone into administration. Once the statement was released on Resident Advisor there was a buzz of activity on music forums such as Little White Ear Buds and Twitter but most obviously on Facebook.
Facebook status updates went into overdrive. The disappointment was apparent and frustration from many that this could happen to one of the best clubs in the world. Groups were formed by clubbing fans titled âFabric: the beating heart of Londonâ. A Twibbon was also created to appear on fansâ profile pictures. The biggest concern for Fabric fans was that a new buyer would change the music policy of the club and these social media tools were used to send a message to the new owners of Fabric.
Thanks to the conversations taking place on the social platforms the buyers saw the cultural value to the club. They released a statement across the social media platforms letting the fans know that they will be honouring the original vision of the club and the globally popular music policy will stay the same.
Although social media can cause obstacles for brands, this is a perfect example of when social media can be used to the benefit of the company. In this case, the power of social media arguably shaped a business decision. Fabric is now playing on social media more than ever. It knows the support is there and is tapping into the fan base. The tagline âFabric: the beating heart of Londonâ, that was created on Facebook, is being used across the majority of Fabricâs publicity.
This is a clear message that social media has given the public a voice which can shape the business world so now more than ever it needs to be listened to. Fabric listened to what its public had to say which I believe will be the reason for its continued success.
Rebecca Hunt – Entertainment guru and social butterfly
@bexhunt
