But Fitton was unable to convert this social prestige to actual capital, and she found herself deep in credit card debt and struggling to pay bills. In 2009, Fitton founded a company called OneForty. Originally conceived as an app store for Twitter, it morphed into a social media guide for business. Attracting clients such as Virgin and CitiBank, OneForty raised more than $2 million in venture capital.

Alice E. Marwick, Status Update, loc. 411