With over 26,000 followers, West Hollywood’s Roxy Theatre is the most popular club on Twitter . Just short of half a decade earlier, however, the fortunes of the historic venue and many of its neighbors on LA’s infamous Sunset Strip were waning and in need of serious attitude adjustment. We had a chance to talk with Nic Adler, owner of The Roxy and the man behind the club’s transformation from “castle on the hill” to social media juggernaut, about how Twitter and other tools helped not only reverse the fortunes of businesses on the Strip, but build up a stronger, more vibrant local community