Electronic Scrubbing 0
In New York Magazine, Graeme Wood tells a fascinating tale of digital dishwashing. A nugget:
That work is not really any slimier than the work of PR firms offline—relentlessly accentuating the positive and hoping no one asks about the negative. But in the digital world, with anonymously registered websites, it’s easier to create natural-seeming whisper campaigns, positive or negative, and disavow any role in them. Michael Zammuto, president of Reputation Changer, founded in 2010, says he has seen numerous clients try to beat Google by flooding the web with junky self-glorifying sites. “These strategies never work over the long term,” he says. “There are no shortcuts.”
