When did businesses become fandoms? I was reading a Business Week article and it had the following quote:
Yelp also gives Google entrée to a loyal social community—something it has had difficulty building on its own in the past. Users of Yelp, often calling themselves “Yelpers,” have been known to form tight-knit groups that meet at favorite bars and hang-outs. “This is distinct from what Google is about,” says Greg Sterling, principle of Sterling Market Intelligence. Yelp’s is a fandom that lures a lot of interested advertisers.
Social groups do not a fandom make. Just because the structures look the same does not mean they are fandom. Fandom tends to describe a certain subset of activities inside of certain cultures in response to popular culture products. Yelp! is not what I would ever describe as a fandom.