These elite firms offer the chance to shape, control and even rewrite your internet presence—but it'll cost you.
Put simply, these laws indemnified websites from libelous postings made by users, even if that person remained anonymous and impossible to find—a lesser problem in the AOL-dominated era than now, of course. The legislation also emphasized copyright over privacy. “It was one of the really sinful things of the early Internet intelligentsia: They were against the proposition that you should have privacy, because information wants to be free,” Fertik says.
From the outset, Fertik and his team set boundaries as to what they would or would not help digitally diminish—no sex or violent crimes, for example. “A guy signed up really early on, who was an unrepentant Nazi, but didn’t want anyone to know. We refunded him, and he sent a very polite email thanking us for being so honorable. I didn’t tell him I’m Jewish.” The firm declined to work with one notorious Hollywood figure keen to launder a decades-long disgrace.
. Matta describes the firm’s approach to ORM as “SEO inverted.” SEO stands for Search Engine Optimization, a now-common digital practice that helps elevate a story in Google’s search rankings.
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