Seth Godin writes about an interesting example of Red Coat Black Coat issues when a friend Googles potential housekeepers and finds all three applicants with less-than-hoped-for backgrounds or published opinions. Godin says that we need to overcome any negative stuff about us on the web by adding as much good stuff as possible:
The best plan is to overload Google with a long tail of good stuff and to always act as if you’re on Candid Camera, because you are.
Godin: Personal branding in the age of Google
PSFK: Privacy: Red Coat, Black Coat