Date: March 14th, 2015 12:39 PM
Author: Glittery roast beef den
LJL @ faggot Michael Fertik
The Village Pub in Woodside, near Menlo Park, Silicon Valley, looks like no big deal from the outside, but when you get inside, you realise it’s filled with tech billionaires. I had recently discovered the world of digital reputation management – companies that “game” Google to hide negative stories stored online. One of these companies is reputation.com, launched by my dining companion, Michael Fertik. I told Michael that he was the only person from that world who had returned my email.
“That’s because this is a really easy sector in which to be an unappealing, scurrilous operation,” he said.
“Scurrilous in what way?”
“There’s a guy who has some traction in our space, who runs a company – he’s a convicted rapist,” Michael said. “He started a company to basically obscure that fact about himself, I think.”
Michael’s competitors were disreputable, he said, and he needed to be vigilant with potential clients. “Very early on, within two weeks of launching our website in 2006, I remember being by myself and getting a couple of sign-ups from guys. So I Googled them. They were paedophiles.”
“Do you remember their names?” I asked.
Ronson face
“Of course not,” Michael said. “Why do you ask that shit?”
“I don’t know,” I said. “Curiosity.”
Michael looked different from our fellow diners. I didn’t recognise any of them, but everyone seemed insanely rich: preppy, with faces like luxury yachts, like Martha’s Vineyard in the summer, Waspy and at peace with the world, practically floating through the restaurant, whereas Michael was a big, angry, coiled-spring Jewish bear of a man. He was born in New York, attained a degree from Harvard Law School, and invented the concept of online reputation management while working as a clerk for the US Court of Appeals in Louisville, Kentucky. This was the mid-2000s. Stories about cyberbullying and revenge porn were just starting to filter though, and that’s how Michael got the idea.
After he turned down the paedophiles, Michael told me, he noticed he was getting sign-ups from neo-Nazis, albeit repentant former ones. One said: “When I was 17, I was a Nazi. I was an asshole kid. Now I’m in my 40s, I’m trying to move on, but the internet still thinks I am a Nazi.”
They were more sympathetic than the paedophiles, but Michael still didn’t want them as clients. So he drew up a code of conduct: he wouldn’t accept anyone who was under investigation or had been convicted of a felony violent crime, or a felony fraud crime, or any sexually violent crime, or anyone accused – even informally – of a sexual crime against children. And, he said, there was another moral difference between him and his competitors: he wouldn’t invent fake accolades; he’d only put the truth up there. Although, “I don’t think it’s incumbent on anyone to do massive fact-checking.”
“I have no idea what you actually do,” I had told Michael on the telephone before we met. “Maybe I could follow someone though the process?”
And so we planned it out. We’d just need to find a willing client.
(http://www.autoadmit.com/thread.php?thread_id=2829800&forum_id=2#27488035)