The rising cost of a bad reputation

Every year, the Internet rips away another layer of anonymity. Facial recognition technology, IP address tracking, the unchosen "sharing" that is the Google/Facebook juggernaut - it's almost impossible to keep anything secret online these days.

But even those of us who are well-behaved can find negative content about ourselves or our companies online. Inaccurate or vengeful reviews and blog posts can be published by anyone and are vetted by no one - and they're usually permanent. In a time when employers, neighbors, dates and customers Google us relentlessly, they can shape a negative persona far more visible and powerful than our real-life selves.

And so Online Reputation Management was born.  If you've looked seriously into ORM firms, you might have had some sticker-shock: they can charge prohibitive fees.  They can do so because of the helplessness people feel at discovering embarassing photos or personal information online, and a misguided concept of ORM as a mysterious mojo worked only by experts.

But there's a lot of effective ORM you can do yourself. There are two simple steps - monitor and bury. That's it. You monitor what's out there about you (don't be scared) with tools like Naymz and Google Alert. And then you bury the bad stuff with fresh and positive content. Articles about your company's philanthropy efforts, press releases on a new product line, case studies showcasing happy customers: it all works. It is true that negative gossip will spread like wildfire online, where a dull story about a fundraiser isn't quite so juicy or link-worthy. That's where good writers and social media experts can help by crafting riveting content.

And if you want to start polishing your online image right this very second? Try BrandYourself, a quick and effective tool that helps you control your Google results. Aimed more at people than businesses, it doesn't use shady tricks like some ORM firms, and allows you more control in your Google results.

ORM is not an arcane science. One day it will doubtlessly be an automatic part of online life, personally and professionally, just as security is now. And it's a technique that can be practiced by anyone, no matter what kind of budget they're on.