Microfame is an ecosystem, a collection of fans who contribute and invest themselves in the brand called you. The best current example of this esprit de corps in action is the diaspora of former Gawker editors who have picked up microblogging. Alex, Doree, Choire, Jess, Elizabeth, Emily, and Josh each have their own sites, but their cross-references and incestuous linking have created a blogger’s version of Entourage.
The posse—or as media theoreticians call it, the network—creates influence that grows exponentially with its size. If fame is an investment, the members of your posse are the stockbrokers keeping your wealth properly distributed.
I had no idea we were so busy
building our brand, but if that is in fact the case it’s pretty clear that we’re all incredibly poor investments.
