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Wild West 2.0: How to Protect and Restore Your Online Reputation on the Untamed Social Frontier by David Thompson, Michael Fertik

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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

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