DIY web platform helps clear up possible identity mix-ups online that could cost you business or your reputation.
Syracuse University junior Peter Kistler was livid when he learned that a standard Google search of his name had derailed his application for a coveted internship at Microsoft. The company nixed him after seeing the links to stories about another Peter Kistler, who happened to be a drug dealer and convicted sex offender.
That mix-up was the impetus for BrandYourself.com, a DIY platform to help people take control of their online profiles.
After leaving school in 2009, Kistler and college friends Patrick Ambron and Evan Watson cobbled together a rudimentary site. It went live in early 2010, showing users how keywords and regular updates could boost the search engine rank of their own content from networks like LinkedIn, Facebook and Twitter.
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