, consumer reviews, complaint sites and the proliferation of
personal blogs, there are an infinite number of ways for
individuals to share their grievances. This may be great for
angry complainers, but it can be very detrimental to those whose
names are dragged through the mud.
"We see horror stories about people who are attacked,
victimized, bullied and misrepresented online," Mike Zammuto,
, told Benzinga.
Reputation Changer is, just as the title suggests, a
reputation repair company. The company offers a variety of
services, but its primary goal is to clean the first three pages
of a client's search results on Google (NASDAQ:
), Yahoo (NASDAQ:
) and Microsoft's (NASDAQ:
) search engine, Bing.
"I think the defense lawyer metaphor is an appropriate one,"
said Zammuto. "We're there to help our clients in the court of
public opinion. We absolutely do that and we help them tell their
story. They need someone on their side in the same way that a
defense lawyer might take their side."
Reputation Changer does not accomplish this by attempting to
alter negative blogs, reviews or anything else.
"The facts are the facts," said Zammuto. "If you've done
something that deserves public scrutiny, that scrutiny continues
Zammuto said that his clients range from people that have been
victimized and bullied online to "people [and companies] that
have made a legitimate mistake but don't want it to represent
their entire life."
While Zammuto said that most of his clients are either
innocent or fighting to overcome a mistake they regret, there are
a few who have made his job more difficult than necessary.
"We have a client whose negatives are that she keeps showing
up on one of these CheaterVille-type sites," he said. "We've said
to her, 'Look, you know you wouldn't have this problem if you'd
stop being a home wrecker.'"
Zammuto said that he feels it is fair to say that the unnamed
woman is "in violation of societal norms."
"She's unapologetic about it," he said. "She says, 'It's none
of your business. I want you to help me.' You can't take those
things off of CheaterVille. If you go there, these things are
written about her and they are unpleasant."
Even so, Zammuto has tried his best to help her.
"She has a profession and a personal life and we help her tell
her story so that those [negative reports] are not the only
things out there," he said.
When asked if the mysterious home wrecker was a
famous Twilight actress
, Zammuto assured Benzinga that it was not Kristen Stewart.
"That's a funny question, but no," he said. "We do have some
celebrity clients -- [but] not Kristen Stewart."
Louis Bedigian is the Senior Tech Analyst and Features Writer
of Benzinga. You can reach him at 248-636-1322 or
louis(at)benzingapro(dot)com. Follow him
(c) 2013 Benzinga.com. Benzinga does not provide investment
advice. All rights reserved.
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