The case of Santiago Swallow is intriguing. Swallow was born in Mexico, took up residence in the USA, and rapidly rose to prominence as a respected and influential guru in the world of social media. Now 42, Swallow is a veteran of the TED and SXSW conference circuit, and regularly tweets out his wisdom and insight to more than 76,000 Twitter followers. His recent nuggets have included: 'The first cloud computer was us' and 'to write is to live endlessly'. Swallow's eagerly awaited book - entitled Imaginary Identities in the Age of the Internet - has been predicted to have such impact potential that it will define an entire generation. Indeed, Swallow has been hailed by some commentators as 'one of the greatest thinkers of the Millennial Generation'.