Why you need to protect yourself today

Why does it matter if there is negative stuff about me somewhere on the Web?
That's the question many people ask, if they think about their online reputation at all. According to Michael Fertik, leading online reputation management consultant, the answer is: "You make an impression online, whether you like it or not. And, unfortunately, your online first impression is often your only first impression."

As Fertik shows in his new book, WILD WEST 2.0: How to Protect and Restore Your Online Reputation on the Untamed Social Frontier, looking into how you look online is something that everyone can—and must—do. He shares his proven three-step strategy, along with professional tips and techniques, to help you perform a thorough online reputation audit:

1. Identify your audience. In the Internet era, we all have an audience. Start by creating a list of the roles you play in your everyday life—employee, job seeker, student, parent, friend, neighbor, online dater.
2. Put yourself in their shoes. After determining your roles and audience, think about how different audience segments will search for information about you online and react to what they find.
3. Perform an online reputation audit. Once you understand how people will search for information about you, you need to know what they can find online today.