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)
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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