The document discusses how personal brands and digital identities can be damaged by misinformation spread on social media. It provides examples of individuals like Justine Sacco and Zdzislaw Molodynski whose lives and careers were negatively impacted after a single tweet or photo was taken out of context or misleading stories were published about them online. Once information is shared on the internet, it can be difficult or impossible to remove. The document emphasizes the importance of managing one's online reputation in the current "reputation economy."

1. YOU
are not in
CONTROL
How misrepresentation in the media can damage your personal brand.
CC
Image
courtesy
of
Unspash
on
Pixabay.
By Jae Gee

2. There’s a common saying…
YOUare the
CREATORof your own DESTINYCC
Image
courtesy
of
Unspash
on
Pixabay.

3. It’s simple.
You are a BRAND.
YOU are in charge of your BRAND.
CC
Image
courtesy
of
StartupStockPhotos
on
Pixabay.

4. The Reputation Economy is…
“… a marketplace where professionals are
treated like products,
are rated,commented on,
and judged
based on reputation.”
-Forbes Magazine
CC
Image
courtesy
of
Unspash
on
Pixabay.
Schawbel,
Dan.
"The
ReputaPon
Economy
Is
Coming
-­‐
Are
You
Prepared?"
Forbes.
Forbes
Magazine,
n.d.
Web.
12
June
2015.

5. CC
Image
courtesy
of
Markusspiske
on
Pixabay.
But in the
DIGITAL AGE,
140 characters can easily determine your fate.

6. CC
Image
courtesy
of
zrylzizou
on
Pixabay.
Take
Justine Sacco,
a Communications Professional from
New York City.
She was living the life she always dreamed of…

7. CC
Image
courtesy
of
CQuadratNet
on
Pixabay.
Until before a flight to Africa, she tweeted:
“Going to Africa. Hope I don’t get AIDS.
Just kidding. I’m white!”

8. CC
Image
courtesy
of
Bessi
on
Pixabay.

9. “The furor over Sacco’s tweet had become not just
an ideological crusade against her perceived
bigotry but also a form of idle entertainment.”
- Jon Ronson, New York Times
CC
Image
courtesy
of
Broadmark
on
Pixabay.
Ronson,
Jon.
"How
One
Stupid
Tweet
Blew
Up
JusPne
Sacco’s
Life."
The
New
York
Times.
The
New
York
Times,
14
Feb.

10. Sacco had lost
EVERYTHING
that was important to her.
Her job, family, friends…
IDENTITY.
She even lost her
CC
Image
courtesy
of
Ryan
McGuire
on
Pixabay.

11. CC
Image
courtesy
of
Unspash
on
Pixabay.
“All of a sudden you don’t know what you’re supposed to do. If I
don’t start making steps to reclaim my identity and remind
myself of who I am on a daily basis,!
then I might lose myself.”
-Justine Sacco!
Ronson,
Jon.
"How
One
Stupid
Tweet
Blew
Up
JusPne
Sacco’s
Life."
The
New
York
Times.
The
New
York
Times,
14
Feb.

12. Unfortunately
Sacco’s case isn’t unique.
Take the story of amateur Polish photographer
Zdzislaw Molodynski.
CC
Image
courtesy
of
funnytools
on
Pixabay.

13. One day, he encountered a sleigh accident involving a
frightened horse and an injured Mr. and Mrs. Claus.
Moldynski took pictures
and uploaded them onto the
media mongrel, TVN.
CC
Image
courtesy
of
jarmoluk
on
Pixabay.

14. CC
Image
courtesy
of
Andrys
on
Pixabay.
The next day, Molodynski woke to find that
TVNhad created a
FAKE STORY
about the drivers that had included fake quotes from himself.

15. “When I read it, I was
completely broken.”
- Zdzislaw Molodynski
CC
Image
courtesy
of
Geralt
on
Pixabay.
White,
Alan.
"How
A
Fake
Viral
News
Story
Wrecked
Three
People's
Lives."
BuzzFeed.
Buzzfeed
News,
n.d.
Web.
12
June
2015.

16. CC
Image
courtesy
of
Stokpic
on
Pixabay.
What’s worse is that
once a story goes online,
it can’t be forgotten…

17. CC
Image
courtesy
of
Splitshire
on
Pixabay.
“The all-or-nothing framings
imposed on this case constrain,
influence and shape the narrative
of a much broader war: the
struggle for our
digital identities.”
-The Guardian
Powles,
Julia,
and
Enrique
Chaparro.
How
Google
Determined
Our
Right
to
Be
Forgocen.
The
Guardian,
n.d.
Web.

18. This exemplifies the
Butterfly effectCC
Image
courtesy
of
Pezibear
on
Pixabay.

19. Which states that a small change in something
unrelated, can alter the future sequence of events
dramatically.
CC
Image
courtesy
of
Pezibear
on
Pixabay.

20. CC
Image
courtesy
of
Kaboompics
on
Pixabay.

21. -Telenor Group
“Social Media is the
Butterfly
of modern times…”
CC
Image
courtesy
of
Frank
Winkler
on
Pixabay.
[8]
The
Bucerfly
Effects
of
Social
Media.
Telenor
Group.
N.p.,
n.d.
Web.
12
June
2015.

22.
CC
Image
courtesy
of
StevePB
on
Pixabay.

23. So, in the Digital Age,
the Creator of your destiny
isn’t solely you.
The Creator lives in the perceptions
that others have of you.
CC
Image
courtesy
of
Unspash
on
Pixabay.

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|
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June
2015.
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June
2015.
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Bucerfly
Effects
of
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Group.
N.p.,
n.d.
Web.
12
June
2015.
Community
Post:
16
Tweets
JusPne
Sacco
Regrets.
BuzzFeed
Community.
N.p.,
n.d.
Web.
12
June
2015.
Peters,
Tom.
The
Brand
Called
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Fast
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31
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Web.
12
June
2015.
Powles,
Julia,
and
Enrique
Chaparro.
How
Google
Determined
Our
Right
to
Be
Forgocen.
The
Guardian,
n.d.
Web.
Ronson,
Jon.
How
One
Stupid
Tweet
Blew
Up
JusPne
Sacco’s
Life.
The
New
York
Times.
The
New
York
Times,
14
Feb.
2015.
Web.
12
June
2015.
Schawbel,
Dan.
The
ReputaPon
Economy
Is
Coming
-­‐
Are
You
Prepared?
Forbes.
Forbes
Magazine,
n.d.
Web.
12
June
2015.
Singer,
Natasha.
In
College
Admissions,
Social
Media
Can
Be
a
Double-­‐Edged
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Social
Media
Can
Be
a
DoubleEdged
Sword
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Times,
11
Nov.
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12
June
2015.
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Martyna.
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Effect.
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n.d.
Web.
12
June
2015.
White,
Alan.
How
A
Fake
Viral
News
Story
Wrecked
Three
People's
Lives.
BuzzFeed.
Buzzfeed
News,
n.d.
Web.
12
June
2015.