Internet users are becoming more aware of their digital footprint, according to new research from the Pew Internet and American Life Project. Almost half the respondents to a recent survey — 47 per cent — said they had searched for information about themselves online, up from just 22 per cent five years ago.

The internet's long tail means that we each have an online data trail that we, and anyone else for that matter, can quickly access thanks to our friends at Google or any of the other search engines.

I ran a search on my own name and was surprised to see more than 1,300 hits come up. Of course I write a blog and these columns are all posted online, so I am not exactly typical. But I was not impressed that information about my house sale was published for the world to see.

The Pew research shows that people below the age of 50 are more prone to self-searching. Men and women search for themselves in equal numbers, but those with higher education and income are considerably more likely to monitor their online identities using a search engine.

Only three per cent of respondents said they made a regular habit of Googling themselves, while 22 per cent said they do it 'every once in a while'.

If you are not doing it, should you be? I think so. You might be unpleasantly surprised about the quantity and nature of personal information published online. Roughly one third of internet users say that their home address, phone number and employer are available online.

Privacy advocates and professional researchers confirmed that these data points are freely available in this media. But, shockingly, the research also revealed that 60 per cent of internet users are not concerned about the amount of information available about them online, nor do they take steps to limit that information.

A quick vox pop around our office revealed that more than 80 per cent of us do limit access to our Facebook and MySpace profiles. But I am amazed by the number of bloggers who write posts about upcoming vacations and travel plans. Surely burglars have internet access?

Interestingly, 38 per cent of internet users said that their self-searches come up short with little or no information connected to their name. Eleven per cent of respondents said that most of the information that comes up is inaccurate, down from 19 per cent five years ago.

While most people do not actively manage their online presence, there is a significant segment of internet users with jobs that require them to market their own name on the internet and this group is the most likely to track their digital fingerprints.

I have to admit to being part of this group. In addition to occasionally Googling myself, I also track my company brand and blog.

As part of this, I use Google Analytics to track traffic to my website.

Bigger companies may find Google Trends a useful tool. It tracks frequently searched terms from the beginning of 2004 to now. Try searching your company name — you may be surprised by what you find.

One in five working adults said that their employer has a special policy about how employees present themselves online, including what can be shared and posted on blogs and other websites. This is crazy.

Every company should state its social media policy within its employee contracts. We already have countless examples of what can happen to a company's reputation when a blogger posts something controversial relating to his or her employer.

Chocolate retailers Thorntons had problems in Barrow-in-Furness when a new store's manager described the community in less than complimentary terms on his MySpace. Locals descended on the shop and broke the windows and the police had to be called.

Book retailer Waterstone's gave one employee the sack for including negative comments on his own satirical blog. The backlash included a lot of negative national coverage of the story.

For me, however, the most interesting thing the research reveals is the motive behind people Googling people. Nineteen per cent of respondents searched for information about co-workers, professional colleagues or business competitors. Eleven per cent have searched someone they are thinking of hiring.

A student working in our office tells me that some of her coursemates lost out on work experience placements because of the content on their Facebooks. Apparently the prospective employers were put off by 'wild' and provocative photographs.

The trend is clear. We must each take responsibility for managing our own and our companies' reputations online.


>>Sherrilynne Starkie is the managing partner of Strive Public Relations, a communications consultancy in the Isle of Man. She provides her views on business and technology each week in Tech Talk. Visit her business blog, Strive Notes, for frequent updates.
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