Reputation management has been the preserve of big brands and companies for some time now but there is a growing trend in "online reputation management" services for the personal consumer.

Reputation management has been the preserve of big brands and companies for some time now but there is a growing trend in “online reputation management” services for the personal consumer.

These services, such as Reputation.com, offer to scrub your internet footprint of revealing pictures or embarrassing blog posts. Online reputation management is essentially PR for normal people in an age of socially-networked micro-celebrity

Gawker makes a shrewd observation in relation to the risk creating another class of digital haves & have-nots. Against a backdrop of companies and colleges screening potential applicants care of their cyber footprint it may soon be the case that those who can afford reputation management may find themselves at an advantage over those who cannot.

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