Reputation.com CEO Fertik on How to Protect Your Online Reputation

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2. Diligently and persistently search for your name on the web. Googling yourself is helpful, but your search should include the "deep web" -- the databases and private sites that Google does not index. It's important to know which databases are listing information about you. For example, check sites like Facebook and Twitter to see what people are saying about you. Business owners should scour Yelp and Citysearch regularly for signs of negativity. Know which people-search databases are revealing information about you and your family. Our free monitoring service (available here) informs you of all the places you appear online and sends email alerts every time new content crops up.

3. Resist the urge to engage in an online argument. It can be tempting to voice your opinion in a discussion forum, especially if an anonymous person is critical of you, but usually it is best to stay out of it. Fights escalate, and everyone involved ends up looking bad. Instead, turn to professionals for help and guidance.

This work is the opinion of the columnist and in no way reflects the opinion of ABC News.

Read more about Michael Fertik here.

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