Maybe Eric Schmidt won’t have to periodically change his name after all…
The company he used, Reputation.com, is among a growing corps of online reputation managers that promise to make clients look better online. In an age when a person’s reputation is increasingly defined by Google, Facebook and Twitter, these services offer what is essentially an online makeover, improving how someone appears on the Internet, usually by spotlighting flattering features and concealing negative ones.
“The Internet has become the go-to resources to destroy someone’s life online, which in turn means their offline life gets turned upside, too,” said Michael Fertik, the chief executive of Reputation.com, which is in Redwood City, Calif., and is among the largest in this field. “We’ve reached a point where the Internet has become so complicated, vast and fast-paced, that people can’t control it by themselves anymore. They now need an army of technologists to back them up online.”
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