Wild West
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Michael Fertik and David Thompson
American Management Association
New York • Atlanta • Brussels • Chicago • Mexico City • San Francisco
Shanghai • Tokyo • Toronto • Washington, D.C.
How to Protect and Restore
Your Online Reputation on the
Untamed Social Frontier
Wild West
This publication is designed to provide accurate and authoritative information in regard to the
subject matter covered. It is sold with the understanding that the publisher is not engaged in ren-
dering legal, accounting, or other professional service. If legal advice or other expert assistance is
required, the services of a competent professional person should be sought.
Library of Congress Cataloging-in-Publication Data
Fertik, Michael.
Wild west 2.0 : how to protect and restore your online reputation on the untamed
social frontier / Michael Fertik and David Thompson.
p. cm.
Includes bibliographical references and index.
ISBN-13: 978-0-8144-1509-2
ISBN-10: 0-8144-1509-1
1. Personal information management. 2. Online identities. 3. Rumor.
4. Internet in publicity. 5. Public relations. 6. Corporate image. I. Thompson,
David, 1979– II. Title.
HD30.2.F495 2010
659.20285'4678—dc22
2009042255
© 2010 David Thompson and Michael Fertik.
All rights reserved.
Printed in the United States of America.
This publication may not be reproduced, stored in a retrieval system, or transmitted
in whole or in part, in any form or by any means, electronic, mechanical, photocopying,
recording, or otherwise, without the prior written permission of AMACOM, a division of
American Management Association, 1601 Broadway, New York, NY 10019
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Printing number
10 9 8 7 6 5 4 3 2 1
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