The mechanisms through which this network status can be exchanged into academic advantage are not straightforward, but any academic who has achieved a degree of popularity online can attest to the direct and indirect advantages which this has brought to their career.. . . What if that capital is now worthless? It’s a strange position that has the potential to leave academics clinging on to their Twitter accounts long after the beneficial impact of the platform has evaporated in a mushroom cloud of moving fast and breaking things. The collapse of Twitter would be a significant event within higher education, analogous to (though not on the same scale as) citational rankings being reset overnight.