据诗人与股评员网站Poets&Quants报道——今年夏天，正当他在斯坦福大学商学院（Stanford Graduate School of Business）MBA班的多数同学对享誉全球的大企业待遇丰厚的实习职位趋之若鹜时，玛特•伊维斯特却整天躲在学校图书馆里面。他对麦肯锡（McKinsey）、高盛（Goldman）、亚马逊（Amazon）以及苹果（Apple）等大公司一点也不感兴趣。

    现年27岁的伊维斯特利用研一这个暑假撰写了这本长达136页的书，自己贴钱出版，书名叫《开怀大笑之后……糟了！——网络声誉管理学生必读》（lol…OMG! – What Every Student Needs to Know About Online Reputation Management, Digital Citizenship and Cyberbullying）。该书已于10月10日出版发行，内容是告诫读者社交网络的潜在风险。

    虽然不少人会觉得伊维斯特决定不利用暑假打工显得有些不务正业，但是这位斯坦福大学MBA班的高才生可一点儿也不后悔。“斯坦福是国内培育企业家的最好摇篮，因此我不觉得我的举动有多另类，”他说，“斯坦福MBA的牌子很硬，好工作嘛，等我以后想好了再找也来得及。”

    他就是这样的人。白手起家办网站的经验教训更容易引起他的思考并成书与众人分享。伊维斯特对这方面非常了解。他四年前创办的八卦校园网JuicyCampus.com很快成为全国最大的高校闲话网站，每月独立访问量高达一百万次。不过后来学生之间出现了对同窗太过亲密甚至多有冒犯的言论，包括性史、涉毒和以暴力相威胁，这一发现让他很震惊。

    这个以“永远匿名，八卦不止”作为口号的网站开始失控，以致于一些学生自律组织要求学校机房管理员切断对八卦校园网的访问。忧心忡忡的学生、家长以及机房管理员们发来了数百封信件。八卦校园网甚至卷入了两起当地检察机关介入调查的案件。

    “网站已然失控，我当时年仅24岁，对这一切无能为力，也没有使之悬崖勒马的经验，” 伊维斯特说，“我感到茫然无助，也不能将网站一关了事——我雇的工作人员还指望我养活他们；我已经花费了大量风险投资，需要回报投资者。”

    在耗尽了投资者一百万美元后，伊维斯特再也找不到人来注资，不得不于2009年2月关停了网站。不过这次出师不利的教训伴随着社交网络对现实世界的冲击一直在他脑海里挥之不去。为此，伊维斯特急切地想写本书来指导学生们该如何在网上塑造自己的形象以及对待他人。

    (Poets&Quants) -- While most of his MBA classmates at Stanford Graduate School of Business rushed off to lucrative internships with some of the world's most prestigious firms this past summer, Matt Ivester holed up in the school's library. He had no interest in McKinsey or Goldman, Amazon or Apple.

    Instead, 27-year-old Ivester used the summer before his second year at Stanford to write a 136-page self-published book called lol…OMG! – What Every Student Needs to Know About Online Reputation Management, Digital Citizenship and Cyberbullying. The book, published Oct. 10, alerts readers to the potential dangers of social networks.

    While many would consider Ivester's decision to skip a summer internship somewhat frivolous, the Stanford MBA has no regrets. "Stanford is the best school in the country for entrepreneurship so I don't think it's that crazy," he says. "A Stanford MBA is incredibly well respected so I think I could get those big jobs later on in my career if I decide to do that."

    So for him, it was an easy decision to reflect on what he had learned as a web entrepreneur and to share it with others in book form. Ivester knows this territory well. Four years ago, he created JuicyCampus.com, which quickly became the biggest college gossip website in the country, with one million unique visitors per month. And then he watched in awe and horror as students began posting intimate and often offensive remarks about their peers -- including sexual histories, accusations of drug use, and threats of violence.

    The site -- with the slogan "Always Anonymous, Always Juicy" -- veered so out of control that some student governments asked administrators to block access to JuicyCampus. Hundreds of emails poured in from upset students, parents, and administrators. JuicyCampus even became the subject of two investigations by attorneys general.

    "The site was out of control, and at 24, I simply didn't have the wherewithal or the experience to rein it in," says Ivester. "I felt trapped, unable to simply shut the site down -- I had employees counting on me for their livelihoods, and I had spent a lot of venture capital money with the expectation of a return on investment."

    After burning through $1 million in investors' money, Ivester shut the site down in February of 2009 after he was unable to get anyone else to ante up more cash. But the lessons from the debacle still linger along with the real-world impact of social media. So Ivester badly wanted to write a guide to help students think about the way they portray themselves and the way that they treat others online.

    在伊维斯特看来，他算是杜克大学（Duke University）第一批还没离校就开始玩Facebook的毕业生。Youtube在他毕业还有三个月才上线；Twitter要过将近一年才问世。而现在的人们，尤其是年青人正在不断地发布一些内容，可能会让他们在以后竞争激烈的就业市场上自食恶果。

    他对管理个人在线声誉有何高见？以下就是他的建议：

    上谷歌搜索自己的名字。很惊奇的是很多人都不曾这么做过。在搜索之前必须把谷歌（Google）定制搜索结果设置取消，这样才能查找到其他人有可能发现的条目。尤其要注意第一页的搜索结果。研究表明，前十条链接被点击的概率是96%。但是还要继续往下看，全面盘点网上能搜到的涉及本人的内容。

    清空账户和浏览内容。有些以前发布的内容，没准现在觉得还是删除为好。先从Facebook帐号开始。浏览自己上传的所有照片和视频，把觉得没必要保留的统统改掉或者删除。对博客、Youtube账户、Twitter账号等其他分享过内容的网站也如法炮制。

    更新隐私设置。Twitter、部落格（Blogger）和Youtube等网站对隐私的保护很简单。Facebook和谷歌+的共享设置就复杂一些。第一步非常简单。有相当大一批学生在Facebook上加的好友他们完全不认识。索弗斯（Sophos Security）网络安全公司最近调查表明，46%的Facebook用户愿意接受完全不认识的人发出的好友请求。现在已经到了无人不好友的时代。

    浏览所有好友，看看是不是有不认识的人。然后再给认识的好友创建分组列表。我建议分成下面四组：朋友、亲人、工作联系人和熟人。建好之后，再分别确定每个组成员所能浏览的内容。每个Facebook项目后面都有一个齿轮图标。那个图标就是用来设置隐私权限的，可以设置每项内容的可见度。点击这个图标，可以选择公开这项内容——所有Facebook好友可见——抑或是仅本人可见，或者对某些特定分组好友可见。

    要求撤销内容。如果发现有些内容让你感到不自在——尴尬、隐私、粗俗、虚假或负面等等。第一步就是要删帖。我可以实言相告，根据我们在校园八卦网上对数百份删帖要求进行归纳发现，友善、理智和真诚要远比卑鄙、虚张声势和咄咄逼人要管用得多。

    时常更新密码，加强对密码的保护。在大学校园里，学生们通常觉得登录好友的Facebook帐号，在上面发不恰当或者令人尴尬的状态，或者给此人的好友和亲戚留言很好玩。这让当事人很头疼，可能会造成长远的影响。一个强健的密码包含大小写字母以及至少一个符号。经常使用的帐号至少每半年换一次密码。

    为自己的名字订制谷歌快讯（Google Alert）。为自己名字的正确拼写和各种错误拼法定制谷歌快讯，这是随时掌握与自己名字相关内容的好办法。

    实名注册。选择需要用户提供个人档案和用户生成内容的网站中人气最旺的，全部用自己的真名注册账号。Facebook、Twitter和YouTube就是典型的例子，但是像Reddit、Flickr和Hulu以及不太出名但是人气比较高的FriendFeed、TripIt还有UStream等网站该怎么处理？把真名注册为用户名，别人要诋毁你就没那么容易了。

    译者：winter

    As Ivester sees it, he was part of the first class of graduating seniors from Duke University that had access to Facebook while still in school. YouTube had launched only three months before his graduation and Twitter wouldn't arrive until nearly a year later. Yet, young people in particular are posting things that can prove especially hurtful in a tight job market.

    His advice on managing one's reputation online? Here is what he recommends:

    Google yourself. It's amazing how many people haven't done this. You have to turn off Google's (GOOG) customized search results feature so you can view your results the way others are likely to see them. Pay particular attention to the first page of results. Research has shown that 96% of clicks occur on those first 10 links. But don't stop there. You need to take a full inventory of the available online information about you.

    Clean up your accounts and content. It's possible that some of the content you've posted in the past you might want to remove. Start with your Facebook account. Look through all of your photos and videos. Change or remove anything that you think should not be up there. Perform the same thoughtful process on your blog, your YouTube account, your Twitter account, and any other sites where you share content.

    Update your privacy settings. Sites such as Twitter, Blogger and YouTube have fairly simple privacy controls. Facebook and Google+ have more sophisticated sharing options. The first step is very basic. An alarming number of students are Facebook friends with people whom they don't actually know. A recent study conducted by Sophos Security reported that 46% of Facebook users are willing to accept a friend request from someone whom they don't know at all. It's unfriend time.

    You need togo through all of your friends and see if there are any whom you don't recognize. Then, you need to create lists among those remaining friends. I recommend creating four groups: friends, family, professional contacts, and acquaintances. Once you've created those groups, the next step is to decide which content you want each of them to see. Every piece of Facebook content now has a little cog symbol associated with it. That is the privacy setting symbol and allows you to set the visibility of that piece of content. When you click on the cog symbol, you have the option to make the content public -- visible to all your Facebook friends -- visible just to you, or some customized group of friends.

    Ask for content to be removed.If you find content you don't like -- whether it's embarrassing, personal, vulgar, false, or negative in some other way -- the first step is to task that it be removed. I can tell you, based on the hundreds of take-down requests that we received at JuicyCampus, being kind, reasonable and sincere will be much more effective than being mean, threatening, or aggressive.

    Update and strengthen your passwords.All too often on college campuses, students will think that it is funny to log in to a friend's Facebook account and make inappropriate or awkward status updates, or comments to that person's friends and families. This creates a headache for the student whose account was used, and it may have a lasting effect. A strong password contains a mix of uppercase and lowercase letters, along with at least one symbol. Passwords you use often should be changed at least every six months.

    Set up a Google Alert for your name.Setting one up for your name and for any common misspellings of your name is a good way to keep on top of any new online content associated with your name.

    Claim your name.Register your name as a username on all of the most popular sites that allow profiles or user-generated content. Facebook, Twitter, and YouTube are obvious examples, but what about Reddit, Flickr and Hulu, or some obscure but still popular FriendFeed, TripIt and UStream? By securing your name as a username, you make it harder for someone else to make you look bad.