success theater
n. Posting images and stories designed to make others believe you are more successful than you really are.
We’ve become better at choreographing ourselves and showing our best sides to the screen, capturing the most flattering angle of our faces, our homes, our evenings out, our loved ones and our trips.

It’s success theater, and we’ve mastered it.
—Jenna Wortham, “Facebook Poke and the Tedium of Success Theater,” The New York Times, December 28, 2012
Some people seem to have a special flair for self-promotion and self-aggrandizement, also known as success theater. While annoying for sure, this is usually damaging to the organization.

Success theater is noticeable by its frequent and persistent use of hyperbole, anecdotes and vanity metrics.
—Preben Ormen, “Success theater: you don’t want to be in it,” Preben Ormen's Blog, June 21, 2012
2009 (earliest)
A lot of startup energy goes into what I call "success theater" — that is, convincing the world that you and your startup is successful.
—Eric Ries, “10 Ways Startup Advice Is Flawed,” GigaOM, October 20, 2009