Humans begin trying to protect their “street cred” as soon as they realize it exists - somewhere right around when they decide it’s no longer cool for mom to pick them up after school.
But gossip doesn’t contain itself to middle school hallways. In the digital era, it follows us onto the web, where the stakes can be much higher.
“It’s evolved to the point where we live online,” says online reputation management firm BrandYourself.com co-founder and CEO Patrick Ambron.
“The problem isn’t new, just the medium is new.”