Thursday, October 4th, 2012

"How Much for the Little Girl?" A Terrifying Human Reputation Market Looms

Here's some horsemen of the apocalypse of the coming Reputation Market, in which all humans will be searchable, sortable and assigned a value by a judge, jury and executioner of their peers across the Internet. For the delectation of their favorite brands and/or employers!

• "Enliken’s users voluntarily download software that tracks their online activity. A personal dashboard lets them limit what gets captured and sold to advertisers. Users pick one of several independent charities to receive the proceeds."

• Startup founder Chris Carella has mickey-moused something together that's a little janky but genius: his personal website draws together various outputs under the categories of his last five activities. Because it's true: if you assimilate your Facebook, your Twitter, your Foursquare, your everything else, you end up with a semi-controlled lifecast that's both geotagged and of great interest to brands. (Also: always have an alibi for murders!)

• LinkedIn just added the limited ability to "follow" people, which is basically not going to be good for anyone. They're helping superstars build brands! But with much less fanfare, they also introduced endorsements. (Basically, this is like "I give Juan a +K in Doin' Business," Klout style. (Klout was one of the original horsemen of reputational apocalypse.)) This is good, sort of! I mean we all like a personal referral, right? And also: "Linkedin endorsements, PageRank for people," wrote Andy Sandoz, creative director of Work Club. Yup. It's all fun and games until someone wants to ruin your life, and then you'll never work again, and then brands won't want anything to do with you.

AND THEN there's this, which basically everyone I know was invited to on Facebook this morning.


But more importantly, let me just note that someone already feels compelled to use an acronym for Online Reputation Management. Game over. You've gotta fight, for your right, to have a reputation.

10 Comments / Post A Comment

GiovanniGF (#224)

A couple of years ago I accidentally called a famous blogger the wrong name while commenting on a popular website and it came across as somewhat anti-Semitic. Can this Mike Moran person fix it for me? Also, can he please delete this comment tomorrow when I start to regret it?

NinetyNine (#98)

which basically everyone I know was invited to

"I was doing online reputation management back when like only ten people were doing online reputation management."

@NinetyNine That comment was a reference to the spammitude of the invite, darling.

jfruh (#713)

A friend of mine who barely ever drives and certainly never blogs about driving was just given free use of a new car, presonally delivered to her apartment, for her three days because some bullshit algorithm analyzed her Klout score and decided she was an "influencer," and then some human bamboozled a car company into going along with this stunt.

The guy in this article has a pretty high Klout score and is listed as influential in cigars, probably based on a widely retweeted joke he made about how it's impossible to smoke a cigar in public without looking like an asshole.

These kinds of metrics are going to be wildly inaccurate, is what I'm saying? And people will stop throwing money at them as soon as they figure it out.

Matt (#26)


Matt (#26)

Art Yucko said, "CNBFTBGB."

Art Yucko (#1,321)

"Turn your rusty ORM into Ormulu!"

Mike Moran@twitter (#238,500)

I don't think there is a "coming" reputation market–it's already here. I wish I could erase everything that people do (sounds like a real need for GiovanniGF), but that is Chris Abraham's business-I am just his friend. But he is really good at what he does. (He even showed me his magic wand.) If you are interested, love for you to come to the Webinar, but making fun of us and spreading the word is just as good. Thanks.

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