My name is Fred Marshall, and my brand is exquisite. My social networks are in full bloom. My blog posts are SEO-friendly. I have crafted an impenetrable online presence and I am constantly improving it.
I have 92 Google alerts, and their sinuous arms traverse the web. They are variations of my name, places of employment past, present, and future, cities I’ve lived in and lived close to, and the names of all my pets. My dog is Efficiency. My cat is Ambition.
I utilize a triple-monitor computer setup. Each screen ranges from 27 to 33 inches and they curl around my desk. This is my command center. TweetDeck takes up the leftmost screen, and that is where I monitor my private account, public account, and aggregation account, which is where I mostly just retweet Mashable links. The other two screens are mishmashes of Chrome and Firefox tabs. I cycle through subreddits at mach two. I share things that You Will Not Believe. I am become clickbait, destroyer of #longform.
I create. I curate. I work hard to be myself.
I am Entrepreneur 2.0. My LinkedIn account is 100 percent complete, as I have uploaded my resume. I check in on Foursquare as soon as I wake up. I am the mayor of my apartment. I am a Snapchat wunderkind. I’ll give you my WiFi password when you pry it from my cold, dead hands.
Other Fred Marshalls challenge the sanctity of my brand. They live across the country, and they post on Twitter and Facebook, and those posts are cached, and now there are Fred Marshalls competing with me for Internet space. Some of them say things that are off-color. They offend people. They pick fights with Patton Oswalt on Twitter. At any moment, he could answer. At any moment, outrage could find its way to my door.
My brand! I fear for the safety of my brand!
So I am in San Diego, at the doorstep of one Fred Marshall. The sky is deeply, brilliantly blue. It is cloudless but for a few wisps that accent the beauty. I Instagram it. I go #nofilter. I do not add a geotag. This is a covert mission.
“Can I help you?” Fred Marshall asks. He has answered his front door. His house is handsome.
“I am a mama tiger, fiercely guarding my cubs.” I say. “My brand is a church, and its worshippers are pious and pure.”
“You cannot be a part of this,” I continue, lighting the underside of my face with my flashlight app. I take out a gun. “I am building my future. I am Fred Marshall.”
I guide him to the computer in his den. MapMyRun tells me that walk was .005 miles, but I don’t share it to Facebook, and that gives me a dirty thrill. The adrenaline courses through me. Together, we delete his accounts. He is asking me about his safety. He is pleading for me to leave, to put the gun away. I am telling him to delete his tweets, one by one.
I am telling him the Internet is a vast, frightening place, and I cannot let anyone think poorly of me. I must defend my name. I must remain myself. I must protect my brand.
[Jon Wolper is a writer and journalist who has contributed to McSweeney's, Splitsider, The Big Jewel, and other neat places. He tweets here.]