A decade ago I captured the peak of my Internet fame in this screenshot:
That was near the end of an anomalous few years during which the top result, when searching Google for “jon,” was my blog. I enjoyed it while it lasted, knowing that Jon Stewart would inevitably eclipse me, as he did in 2005 and as many others have since.
I was among the first to write professionally for the web, so for a while many of the pages in Google’s index containing “jon” were mine. That was just a lucky first-mover advantage. I knew it would erode over time as, appropriately, it has.
I still enjoy some residual benefits, though. My blog’s popularity translated to Twitter when it appeared on the scene, and although my Twitter reach has grown only modestly since, I was recently reminded that it remains another kind of first-mover advantage.
When United charged me for an error it made on a recent flight reservation, none of the regular customer service channels were responsive. So:
I’m hardly a celebrity on Twitter, but airing my complaint in a way that 5000 people might notice got results. I was grateful, direct-messaged my thanks, and received this DM reply:
You’re welcome, be sure to tweet us if you need anything. ^HN
I certainly will. But your mileage will almost certainly vary. Of those who try this method, how many will have enough Twitter reach for United to worry about? When I mentioned that on Facebook, Tony Byrne said:
I’ve wondered a lot about the equity of this. Supposedly social customer supt costs 8x traditional cust supt but brands do it for precisely the reason you cite and they are very aware of your Klout score when you complain. Too many of us digerati remain too smug about this, as if we deserve special treatment for being active on Twitter…
There’s nothing new about the attention economy. But there are always new ways to unfairly distribute attention.