Trying to Maintain Your Online Reputation

Photograph by Roger Tully

As the founder and chief executive officer of online identity-management firm Vizibility, James Alexander acknowledges that some reputation companies have a hard time managing their own reputations. But he points out that negative information—smears, complaints, and skeletons escaping the closet—can quickly, and often unfairly, undermine credibility, particularly for business owners who depend on a strong, professional online presence. I spoke to Alexander, a serial entrepreneur in New York who holds patents for online-search technologies, about tackling common problems. Edited excerpts of our interview follow.

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