What happens when your online reputation is sullied? The bad info is difficult to correct and usually impossible to erase. In effect, it lives on the Web forever. There is help, but it costs money.

Most people do not generate enough positive mentions to push the negative ones lower in search engine rankings.

“These are people who are collaterally damaged,” said Michael Fertik, chief executive and founder of Reputation.com, which helps people control their online identities. “The blogosphere is interested in you, but three days later it’s over and you’re forgotten forever. But you’re branded as that person.”   NYT

There are consequences now for bad Web behavior. For example:

The extreme example of this is Dharun Ravi, the former Rutgers University student accused of using a webcam to spy on his roommate’s intimate encounter with another man. The roommate committed suicide several days later. Mr. Ravi is now facing criminal charges in the case. Whatever the outcome of the trial, Mr. Ravi’s online reputation will be forever affected.   NYT

The quoted article goes on to explain ways to scrub the Web. Worth a look.