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Last, I wrote Santiago’s Wikipedia biography – trying for something that would not attract the immediate attention of Wikipedians on the lookout for scams and self-promotion. To get his Tweet count up as fast as possible, I set TweetAdder to spit out these jewels every minute or two and hooked him up to retweet select other Twitter users, mainly from the “religion and faith” category – plus, of course, Quartz. His breezy platitudes come from half a dozen “mad-lib”-like phrases of the “if this, then that” variety, coupled with a list of nouns from the new age TED/SXSW hipster vocabulary: dolphins, phablets, Steve Jobs, mobile, Tom’s shoes, stevia and so on.
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To get him tweeting, I used a trial copy of TweetAdder, which automatically tweets, follows and retweets on Santiago’s behalf. By the time I uploaded these images to Twitter, Santiago had developed a large “following,” even though he did not have a profile and had never tweeted anything. It will not fool many people, but might give him a little extra credibility with some. I gave Santiago his “Twitter verified account” check box by putting it onto his cover image right where his name would appear.
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Next I gave him a face by mashing up three portraits from Google images using a free trial copy of Adobe’s “Lightroom” image manipulation software. I bought Santiago 90,000 followers for $50, all of whom would, he was assured, appear on his Twitter profile within 48 hours. Then I went to the web site, the online equivalent of a dollar store, and searched for people selling Twitter followers. I gave Santiago a Gmail account, which was enough to get him a Twitter account.
My choices included Alonzo Arbuckle, Leon Ling, Phil Portlock and Judson Jackman, but “Santiago Swallow” just leapt out as perfect.
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I turned the “obscurity level” of its name generator up to high, checked the box for “attempt alliteration,” and asked for 500 male names. I generated his name on “Scrivener,” a word processor for writers and authors. He was conjured out of keystrokes in a matter of minutes. I – or rather he – flat out lied about that.Ĭreating Santiago and the online proof of his existence took two hours and cost $68. But he has never been to TED or South By South West and is not writing a book. He really does have a Twitter feed with tens of thousands of followers, he really does have a Wikipedia biography, and he really does have an official web site. There’s just one thing about Santiago Swallow that you won’t easily find online: I made him up.Įverything above is true. His Wikipedia biography explains why: Swallow is “a Mexican-born, American motivational speaker, consultant, educator, and author, whose speeches and publications focus on understanding modern culture in the age of social networking, globally interconnected media, user generated content and the Internet,” who has “dedicated himself to helping others know more about how media and personality can be manipulated in the 21st Century.” Famous for its “neutral point of view,” Wikipedia also reports that Swallow’s opinions are controversial in some quarters, especially his prediction that “the disassociation of self would lead to a revision of the standard definition of Multiple Personality Disorder to include selves that only manifest in the online world.” He can be expected to take up this argument in his book, Self: Imaginary Identities in the Age of The Internet, due out later this year, something that his Wikipedia biography, his official web site () and his Twitter feed all confirm. Swallow is a pure product of the Internet: a “speaker and thinker,” who specializes in “re-imagining self in the online age,” an apparent star of the prestigious TED (Technology, Entertainment and Design) conference, and a hit at Austin’s annual art, technology and music event, South By South West (SXSW). Another: “To write is to live endlessly.”
The tweets Swallow sends them are cryptic nuggets of wisdom that unroll like scrolls from digital fortune cookies: “Before you lose weight, find hope,” says one. Beneath it are numbers to make many in the online world jealous: Santiago Swallow has tens of thousands of followers. Next to his name is one of social media’s most prized possessions, Twitter’s blue “verified account” checkmark. His eyes fume from his Twitter profile: he is Hollywood-handsome with high cheekbones and dirty blond, collar-length hair. Santiago Swallow may be one of the most famous people no one has heard of.
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