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Wild West 2.0: How to Protect and Restore Your Reputation on the Untamed Social Frontier Hardcover – June 2, 2010


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Wild West 2.0: How to Protect and Restore Your Reputation on the Untamed Social Frontier + Radically Transparent: Monitoring and Managing Reputations Online + Do It Yourself Online Reputation Management: A Step-By-Step Guide To Building Or Repairing Your Online Reputation
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Product Details

  • Hardcover: 288 pages
  • Publisher: AMACOM (June 2, 2010)
  • Language: English
  • ISBN-10: 0814415091
  • ISBN-13: 978-0814415092
  • Product Dimensions: 9.3 x 6.3 x 1 inches
  • Shipping Weight: 1.2 pounds (View shipping rates and policies)
  • Average Customer Review: 4.4 out of 5 stars  See all reviews (9 customer reviews)
  • Amazon Best Sellers Rank: #722,997 in Books (See Top 100 in Books)

Editorial Reviews

From Publishers Weekly

Fertik and Thompson, respectively CEO and chief privacy officer at ReputationDefender, tackle online defamation, which can cause a company significant damage with only a few mouse clicks. The good news is that if you are prepared, you can defend your company and make sure that its online image is a true reflection of reality. Likening the Internet to the new frontier of the American Wild West, the authors explore the challenges of being in a world that is instant, permanent, and anonymous. They provide valuable insight into the quandary of Google Truth, why people attack each other online, and the different types of Internet attacks. Of particular usefulness are the chapters on how to measure this type of damage, including how to do an online reputation audit. They stress the benefits of a proactive defense and show how to recover after the damage has been done. Full of invaluable information that readers will be very grateful to have when they need it, this book explains the rules and provides the tools for overcoming online attacks and regaining a positive reputation. (June)
Copyright © Reed Business Information, a division of Reed Elsevier Inc. All rights reserved.

From Booklist

Fertik and Thompson, two new authors, approach protecting and securing your Internet-driven reputation with a legal mentality, somewhat obvious because both hail from law schools. From recent news reports alone, the subject is extraordinarily of the moment. Online libel and slander affect not only celebrities and Big Business, but also average human beings. Look no further than the horrific suicide of Phoebe Prince to witness the awesome power of the Web. Skip the introductory chapters about the cultures of the Internet, unless you’ve been hibernating for the past two decades––plus, their statements about anonymity and reasons for reputational attack (among other topics) underestimate readers’ intelligence. Instead, glance carefully at chapters eight (types of Internet attacks), nine (how to measure damage), and ten (your reputation road map and online reputation audit), for starters; good advice abounds. Yet something is missing; their proactive and reaction panaceas were developed without the benefits of public relations, marketing, and crisis communications sensibilities and, therefore, are a bit too simplified for larger entities like companies and nonprofits to adapt. Certainly begin here to understand the enormities of reputational issues; however, continue to explore other more specialized texts for a well-rounded perspective. --Barbara Jacobs

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Customer Reviews

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I learned a lot about how the internet works and how careful I really have to be.
Sven Enterlein
Do yourself a favor and spend an hour skimming through this book -- or one of the other good titles* on the subject -- soon.
Gregory Peterson
This book makes a pretty compelling argument that, for better or for worse, your online reputation IS your reputation.
Michael J. Soskis

Most Helpful Customer Reviews

13 of 15 people found the following review helpful By Michael J. Soskis on May 31, 2010
Format: Hardcover Verified Purchase
This book makes a pretty compelling argument that, for better or for worse, your online reputation IS your reputation. And with rapidly advancing technologies, Web 2.0 has put everyone's reputation on the line. Fertik and Thompson provide some sobering details about current risks to your online persona and the legal and technical reasons underlying these vulnerabilities. They then present a clear, step by step plan to take control of your online identity and protect yourself from attacks. If you've been the subject of an online smear, you obviously need this book. But even if you haven't, an understanding of how to take control over the image you present to the world is essential. I've seen a lot of books dealing with computer safety, but Wild West 2.0 provides a much-needed guide to keeping yourself safe as well.
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3 of 3 people found the following review helpful By Gregory Peterson on September 13, 2010
Format: Hardcover
"Every day, people search for your name on the Internet, and all too often trust the `Google Truth' -- the collection of search results selected by a computer for their popularity rather than their veracity -- to decide whether to do business with you, or even just associate with you."

If you're interested in online reputation, privacy issues and managing your public image on the Internet, there is plenty of content to be found online. Unfortunately, much of the information you unearth will be dated, off-topic, or too general to be really useful. What's more, sifting through it all will take time. And even though many of the commentators you discover may be knowledgeable and professional, are they qualified to offer advice on the legal aspects of privacy, intellectual property, reputation and business strategy?

For a more attractive alternative, check out "Wild West 2.0" -- an in-depth, strategic exploration of online reputation management, with a scope that encompasses both individual and business reputation issues. The authors are Harvard/Stanford lawyers who created "ReputationDefender"-- billed as the world's "first comprehensive online reputation management and privacy" site -- and the arguments they present are well-reasoned and thorough, with complete documentation and references.

Using the central metaphor of "The Wild West" may lack in originality, but it works well enough to establish a sense of why individuals and organizations need to take responsibility for their own well-being on the new Internet "frontier." Online cultural norms and technologies are still evolving too rapidly for "real time" enforcement by regulatory bodies or legal entities.
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2 of 2 people found the following review helpful By Sven Enterlein on October 25, 2010
Format: Hardcover Verified Purchase
I am very happy to see that there are still well written and researched books about current online topics out there. I was feeling like everything that is available now is a badly written, half-finished ebook that is only there to make the author money. Not with this book! The authors manage to create a constant momentum that pulls you from chapter to chapter. I learned a lot about how the internet works and how careful I really have to be. It gives great examples of what has happened to famous and previously not so famous people.
If you are looking for a book that
- helps you understand what you can do to protect your online identity (not financial but social)
- describes the modern search engine world in a deep and entertaining way
- gives you ideas what could happen to you
- explains a lot of terms you should know when handling your online reputation
then you should not hesitate. I also bought other books but they are nothing compared to the depth of information presented in this book.
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10 of 14 people found the following review helpful By BlogOnBooks on July 7, 2010
Format: Hardcover
So you've opened accounts and signed up for social networks from Facebook to LinkedIn. Maybe you have a YouTube `channel' and are available through your business on a variety of other sites. How can you guarantee that you still maintain some degree of privacy while still enjoying the resources available in the online universe?

Welcome to `Wild West 2.0.'

In this volume, authors Michael Fertik and David Thompson present a systematic explanation of how, even with the best intentions, a modern day internet user can fall victim to spammers, scammers, and worse, those who may seek to besmirch ones reputation by either lifting information or creating false profiles that either block, or create identities that are far afield from your own.

From dating sites to political campaign trackers, the web is full of personal data landmines, that, while on the surface may pose no intentional threat to you, but can be used by less-than-honorable operators to assemble a personal dossier on total strangers by combining information from one site with data from another, in order to create a complete identity based on the aggregation of what was once considered piece-meal information.

In Wild West 2.0, the authors set out a number of examples of how to protect your web identity and reputation by methodically determining your specific goals about personal internet usage and even making a list of what you wish to accomplish and what people should be privy to your data.

Beyond the `normal' uses of the net (search engines, e-commerce, social sites, etc.) the book expounds on a series of schemes designed to have an impact in the worlds of politics, crime and other fraudulent perpetrations.
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