Our lives today are more tracked, recorded and interconnected than ever before, for good and ill. Our phones can track our every moment, CCTV and other forms of physical recording have reduced our opportunities for privacy whilst out in public and, as the Leveson inquiry showed, modern technology makes it easier and easier for those who want to to keep tabs on all our activity. However, the aspect of this I want to discuss today concerns our online presence, something that is increasingly becoming a feature of all our lives.
On this blog, I try to be careful; I don’t mention my name, age or specific location and never put any photos of myself up. I also try, wherever possible, to be careful in other places online too; I don’t put photos on my Facebook page (since photos can be seen by anyone, regardless of whether they are your friend or not), try to keep a hold of my tongue when on forums, and try to operate a ‘look don’t touch’ policy in most other areas. But then again, I’m kinda lucky in that regard; I am not highly sociable, so rarely find myself in the position of having 100 embarrassing photos & videos put up concerning ‘that HILARIOUS thing you were doing last night’, and am not a public figure in any way. Basically, I am able to maintain a reasonable degree of privacy on the web by virtue of the fact that other people are unlikely to… contribute to my online profile.
Others are, of course, not so lucky; either that or they don’t especially care, which is, I suppose understandable. Sharing information about ourselves is, after all, pretty much exactly what Facebook and the like are for. However, we are frequently told how damaging it is to have such a wealth of information about us so blatantly available online; a quick Google and Facebook search of a client is now pretty much standard procedure when it comes to job applications, and even if there aren’t any pictures of you with underwear round the ankles vomiting into a fountain, they can build up a negative image of a potential client. An interviewer (well, a presumptive one) might, for instance, take a look at all the pictures showing you hanging round with mates at a club and think you are a habitual drinker and partygoer, neither of which exactly say ‘productive worker who’s always going to be in on time and in top condition’. Even beyond the world of work, there is the potential for serial embarrassment if pictures that were meant to be shared between friends make it out into the big wide world, and there is even the worrying idea of ‘cyber stalking’, made so easy thanks to the internet, entering your life.
However, perhaps most interesting are those in the public domain, both people and companies, who must control what totally uncontrollable, and usually unknown, people can choose to put online about them. Not only can this be personally hurtful for individual people, but for many such figures their livelihood is dependent on their reputation. All it takes is a spree of bad press reports for a negative image to tar one’s brand for a long old time, and all of the incalculable lost revenue that comes with that. The internet has a large memory and billions of people to contribute to it, and even a few particularly vociferous bloggers can keep bad words in the Google suggestion bar for a very long time.
This has lead, in the last few years, to the rise of a new industry; that of online reputation management. These companies have a simple enough remit; to disassociate their client from negative connotations online wherever possible. Unfortunately, this isn’t a matter of just shutting people up, because this is the internet and that kind of thing never ends well. No, these businesses have to be a mite more subtle. For example, let us imagine, for the sake of implausibility, that Benedict Cumberbatch is linked with a rabbit-murdering syndicate, and although nothing is ever nailed down there are enough damning news bulletins and angry blogs that this thing is going to hang around forever. A reputation management company’s initial job would be to get this off the front page of Google, so they have to create some more content to hide the bad stuff; 94% of Google searches never get off page one. However, they can’t just produce huge numbers of spam-like articles to the vein of ‘Benedict’s a nice guy! Look, he’s cuddling a kitten! He gives money to nice charities!’, because people are smart enough to tell when that kind of thing is happening. So, a large amount of neutral or neutral-positive stuff is generated; certain sites might be paid, for example, to talk about the next film or theatre project it’s announced he’s appearing in. A variety of content is key, because if it’s all just carbon copies of the same statement people will smell a rat. Once the content’s been generated, there comes the matter of getting it circulated. Just writing a program to generate hits artificially isn’t enough on its own; this is where the world of sponsored Facebook links comes in, trying to get people thinking and talking about non-rabbit murdering stuff. This prevents more negative content from being generated and existing stuff from getting traffic much more effectively. The job is, however, an extremely slow one; a news story that breaks over the course of a week can take a year or two to fix, depending on the ferocity of one’s opponents.
When the world wide web, or ‘the information super-highway’, as it was also known back then, first came into our workld back in the 90s, people had high hopes. We could learn things, share things, discover stuff about one another, foster universal understanding. And, whilst we can now do all these things and more, the internet has become infamous too, scaring corporations and people alike with what billions of interconnected people can make happen. It is a strange place that many try to tame, out of necessity or out of fear. For many, it’s a battle they are doomed to lose.
PS: I feel like I should slightly apologise for not really having anything to say here. I guess I didn’t really think of a conclusion in advance