Fitton’s is the ultimate Web 2.0 success story: a driven entrepreneur achieves financial independence solely through her use of social media. Self-branding functions as a culmination of all the dynamics discussed in this book: the production of knowledge as a commodity, the belief that status is something better achieved than ascribed by the group, and the idea that micro-celebrity is something better ascribed than achieved. Fitton’s knowledge consisted of knowing who “mattered” and where they would be gathered. Her status was achieved through her accomplishments: not only enormous numbers of Twitter followers, but also publications, speaking gigs, and her own successfully funded company. And her micro-celebrity was ascribed and legitimized with a public stamp of approval from celebrities like Kawasaki, who boasted significant business experience. Fitton’s persona-brand, Pistachio, was literally a “thing” separate from her everyday understanding of herself.

Alice E. Marwick, Status Update, loc. 412