I meet Francesca Fenech Conti and Moira Palmier at a Parisian-inspired café on a particularly balmy afternoon in October. As introductions are made, we engage in the typically Maltese tradition of figuring out whom we know in common.

The co-founders of Are You Being Served? (RUBS) are equal parts funny and forthright. Moira has a keen sense of comedic timing; while Francesca’s smooth voice punctuates our conversation. I cannot help but feel nervous for the waiter, who has high standards to meet, serving the women who sit at the helm of such a popular, controversial and influential online community.

Like so many inception stories, RUBS began quite out of nothing. The group will celebrate its three-year anniversary this May. The idea emerged between the dividing lines of political affiliations, religious strife and football allegiances, when the citizens of Malta banded together to support their fellow countrymen, Kurt Calleja, as he participated in the 2012 Eurovision Song Contest with his instant hit, “This Is the Night”.

On the eve of the semi-finals, Francesca created the group “Eurobitchin” for members to chat about the song contest as it unfolded. Another instant hit, the group attracted seven hundred members in one night (and another five hundred joined for the final). Francesca and Moira knew that they had created something of note, with 1,200 members waiting for their next move. 

Watch out for this page, Moira wrote on the page, having entirely no idea what would come next. Together, they created a new group where people could post recommendations, as well as raise their concerns about customer service practices. The following day, Moira went for lunch with her friends and reviewed the restaurant; and RUBS had its first post. Since then, the page has grown at a rapid pace (they receive an average of one thousand requests to join every month), and has spawned nine sister pages, beneath the RUBS umbrella.

As administrators of the groups, Moira and Francesca log countless hours a day trying to maintain order over the various pages. The RUBS group is meant strictly for reviews, compliments and customer service issues relating to local businesses. “The Salott” posts range from simple queries, to humour, to philosophical ponderings and more. Then, there is “The Kcina” administered by Johanna Bartolo and Maria Cardona), “Puppy Love” (administered by Mark Thorogood), “RUBS Travels”, “RUBS Property”, “The Kamra Tal Books”, “The Non Smokers Kamra”, “RUBS Talkies” and “Eurobitchin”, of course.

I first became acquainted with the page not long after its inception. I was charged a “foreigner’s price” at a local business and was understandably upset. I posted my story on RUBS and within minutes, replies began popping up, ranging from outrage over my experience, to suggestions on how I should proceed, to an unrelated disagreement (this seems to occur regularly – when the replies to a post snowball into a much bigger issue than what was originally posted). Long story short, the advice given helped to solve my problem with the business, and I walked away satisfied.

Once I broke the ice with my first post, I became a more regular peruser of RUBS. As an expat in Malta, the group changed my experience of living here, as I know others would agree. Suddenly, I went from not knowing where to find things (and having to constantly telephone my very patient Maltese friend to ask for help), to having this huge resource at my fingertips, where I could search for information and ask questions, confident that another member would have the answer.

Of course, this ease-of-use touches upon a common criticism of the group (or rather, its members). The pages see their fair share of asinine questions such as, “How should I propose to my girlfriend?” or “Does anyone know whether [insert shop name here] is open today?” Some of the more witty RUBS members would reply to such a query with a simple, but effective, link to Google.

And while these quippy replies are justified, many members use RUBS instead of Google because they enjoy the aspect of social interaction. As member Alexander Bonello suggested, “[RUBS is a] bit of a local Google.” And while a Google search is sure to provide the correct answer (or 477,000,000 correct answers, in under 0.23 seconds), a response from a fellow RUBS member simulates a personal exchange, such as asking a friend for advice.

And then of course, another fun feature of RUBS (one that is lacking from a Google search), is the inevitable humour that unfolds when the replies to a post contain conflicting (or simply, incorrect) information. Francesca tells me that this happens often in the Kcina –someone will ask a question about an ingredient and the range of answers will be vast and contradictory. Francesca notes that this might be indicative of the uniquely Maltese trait, I know everything about everything.

When I posted on RUBS recently, asking members to share their thoughts on the page for this article, I received thirty-five comments, as well as a few private messages of people who wanted to respond anonymously. The consensus from most was that RUBS was having a positive effect on customer service in Malta, and the page was described as helpful, useful and informative.

According to Mr Bonello, “[RUBS] has provided an unrivalled platform for the Maltese public to voice their opinions …. It goes without saying that, like anything else on Earth, it can be used and also misused but its value cannot be denied.” Dominic Calleja suggests, “Anyone who hates can simply move out of the group.” And according to fellow ex-pat Line Young Peteri, RUBS is a community that is not only helpful, but also provides a sense of safety.

Becky Debattista, a RUBS member (and contributing writer here at FIRST), poked fun at the group recently with a post on her personal page: “I need recommendations for very personal things like a dentist, a new bathroom and a romantic restaurant. I know! I’ll ask 26,000 STRANGERS for their suggestions.”

Although Ms Debattista’s statement may be read as playful sarcasm, she touches upon the exhibitionist-voyeur dichotomy of the group. While there is no shortage of members who are perhaps too quick to post, thrilled at the prospect of receiving likes and replies to their post (as well as the members who are only too keen to share their personal – verging on inappropriate – thoughts and questions), there are a bevy of members who never post at all. These are the voyeurs – the members who are titillated by watching a barrage of comments crop up at record speed on a seemingly innocent post (a simulated battlefield of the ignorant and absurd). Commenting on the members who read, but never post, Moira says, “We bring colour to their life!” 

Francesca and Moira appear unaffected by their critics, perhaps because with over 26,000 members, it is evident that the group is a success. “We no longer need to prove ourselves; this page was needed,” says Moira, “it grew out of necessity. People like to complain that RUBS is for ruining businesses, but in most cases, any complaints have only made businesses stronger because it has given the company an opportunity to address customer service problems.”

What were Moira and Francesca’s most memorable posts? Moira remembers the one about the handsome plumber (“Everyone wanted their drains to get blocked so they could meet this gorgeous hunk of a plumber!”), while Francesca recalls the heartfelt responses she received after sharing her experience of working with young asylum seekers in Ħal Far.

The post that resonated most profoundly for me was a recent one from the Salott. A member described, in a single sentence, how lonely he felt. He received in response an outpouring of empathic comments from members (who, in all likelihood, did not know him outside of this virtual Facebook community). While some pessimists may have read his post as embarrassing and a social media faux pas, I thought it took guts. Here was someone brave enough to use a social networking site to seek comfort and support when he needed it most.

While RUBS is, at its simplest, a Facebook group, the social interactions that it inspires may be considered a reflection of the Maltese character. When I first came to Malta, I learned that the maxim of small island culture is true: everyone knows everything about everyone. The RUBS group is a small community within an already small community, and yet people are volunteering their personal thoughts and experiences, inviting people to speak about them.

But then, we look into the RUBS mirror again and we see something beautiful. We see an example of the Maltese impulse to help others; that sincere and altruistic trait witnessed so often on this small island. Ask any question, on any of the ten pages, and you are sure to get a response – the majority of which are from people who are genuinely trying to help you. And if you choose to scroll past the rude comments or foolish questions, what you will find is an incredibly helpful network of peers. A community created and fostered by two friends that continues to play a prominent role in the Maltese community. 

And despite all the praise and controversy, the trolling, the copycatters, the disciples and the naysayers, it all started with two women looking for a laugh. For two women who met online, they have grown not only an impressive social network, but also a beautiful friendship.

What are your thoughts on RUBS? We would love to hear from you – please drop us a line via [email protected] or message us on Facebook at “FIRSTMagMalta”

 

FIRST magazine... click here to read