While the case of Fabrice Muamba, the former Bolton player who collapsed on the pitch after goinginto cardiac arrest, drew intense media coverage, Mendieta did not have the same fortune.
Patient confidentiality constrained her from going to the media, and her responsibility to her client made her wary of turning him into a public victim.
Add to that the rampant competition and the consolidation of smaller firms into big platforms, and suddenly it looks like that once-bubbly social media ecosystem is going flat.
Hocking also has a level headed understanding of the uniqueness of her situation, and a healthy disdain for her new media-anointed role as the woman who is going to single-handedly crush traditional publishing back into tree pulp.