Wild West 2.0: How to Protect and Restore Your Online Reputation on the Untamed Social Frontier

emotions, controlling your, 219, 224, 228

employees, anti-business smears by, 114,

115

encryption, 72

envy, 103–104

Estonia, 113

Eternal September, 39

etiquette, 39

.exe files, 247

exploration, social, 155–156

extortion, 115–118, 239–240

Facebook

claiming/protecting online identity on,

192–193

and gossip, 119

and online image management, 166,

167

and online reputation audit, 184

as paradigm for Web 2.0, 9

and photo tags, 96–97

and reputation road map, 170

for spreading attacks, 134

facial recognition software, 57–58,

96–97

“FAIL” meme, 140

fairness, profit vs., 90

faith in online content, 22

false-flag attack, 143–145

false information, 86–90

Federal Bureau of Investigation (FBI), 40

feelings, controlling, 219, 224, 228

Ferriss, Tim, on outsourcing, 186

file-sharing, 129–130, 244–245

Firefox browser, 38, 55

first impressions, 24–27

“flag this page for review” button, 218

flash drives, 245

Flickr.com, 212

Fonda, Jane, 128

Food Lion, 18

“419” fraudsters, 36–37, 40–41

Fox News Channel, 141

fraud, 40–41

frontier culture, 5–8, 35–37

The Future of Reputation (Daniel

Solove), 45

gambling, 36, 37, 40

gay marriage controversy, 112–113

Georgia (country), 113

Gladwell, Malcolm, on Internet gold

rush, 33

Gmail, 176

GoDaddy.com, 196

gold rush, 33

goodwill, 17

Google

and active defense, 199–206

amorality/neutrality of search results,

8–9, 48–49, 83–87

for assessing damage to reputation,

211–213

cached content on, 55

and digital threats to reputation, 82–97

and Facebook/MySpace comments,

135

increasing power of, 95–96

introduction of, 93–94

legal immunity of, 231–232

omniscience of, 91–97

for online reputation audit, 176–179

and permanence of online content, 54

and reputation road map, 170

and self-reinforcing cycles, 86–88

and Web 2.0, 10

and YouTube/Viacom case, 74

Google AdWords, 142

Google Blog Search, 185

Google Bomb (Sue Scheff ), 231

Googlebombing, 137–138, 215

Google Cache, 213

Google Groups, 177

Google Image Search

for assessing damage to reputation, 212

for defusing modified images, 241–242

for online reputation audit, 177

“Google insurance,” 189, 199–206

Index258