An introduction to the topic, and some first steps.

1. Your Online Identity:
Discovering
Controlling
Managing
Kimberley R. Barker,
MLIS
Emerging Technologies
Librarian
Claude Moore
Health Sciences Library
kimberley@virginia.edu

2. In today‟s presentation:
 Facts available about you
 What picture those facts create
 How to craft that picture into an identity
with which you‟re happy
 Protecting your identity through privacy
management

3. Overview: Raise your hand!
•Facebook
• LinkedIn
•Landline
•Email address
•Monetary
donations
•Own a home
•Workplace website
•Mentioned in an
article
•Twitter

4. About Me
 My full name is Kimberley Rene Barker, but my friends
and colleagues call me Kimberley. I use Kimberley R.
Barker professionally.
 I‟ve worked here in the Health Sciences Library for over
five years.
 I have a bachelor‟s degree in English from Furman
University and a Masters of Library & Information
Science from the University of South Carolina.
 I live in Crozet.
 I am 41 years old
 I am married, and have one child
 Hobbies include herb lore, reading, and anime

5. What did I leave out?
◦ SS#
◦ Criminal record
◦ Performance record
◦ Current salary
◦ What grade I got in my freshman English class
◦ Boy or girl?
◦ How long I‟ve been married
◦ Political views
◦ Purchase price/ current value of my home
◦ Birthday
◦ Medical history

6. Our Dilemma
We like to share, but at the same time we
value our privacy, but we like to share/are
expected to want to share…

7. Where do you stand on
Internet privacy?
1. Not concerned
2. Usually not concerned unless I come across a
concern or if something is brought to my
attention
3. Concerned and actively take steps to protect my
privacy
4. I don‟t use the Internet because I am very
concerned about privacy

8. My Approach
 Be aware of privacy policies/issues
 Actively build and maintain online identity
 Separate personal from business, as best
you are able
 Think before you post
◦ -or-
◦ Don‟t post
◦ -or-
◦ Don‟t care

9. Today we‟ll discuss:
 Anonymity vs authenticity
 Who wants our information
 How information about us appears on the
internet
◦ Surface web
 Steps to manage your online identity

10. Institutional or individual?
 Identity of the institution (library, hospital,
etc)
◦ The Health System’s Social Media Guidelines:
http://www.uvabrand.com/social-media-
guidelines.html
◦Identity of the individual
patient, doctor, medical student, YOU, etc

11. Offline and Online Selves

13. Offline and Online Selves

14. Authentic vs Anonymous
 Facebook
 Google
 Second Life
 4Chan
 Newspapers
 Online games

15. Exposing anonymity:
doxing vs. not doxing
 Crowd shaming
◦ School bus driver
 http://bit.ly/XCqgkl
•Predditor- http://bit.ly/X4BO0O
• Response to Reddit‟s Creepshots
• Michael Brutsch akaViolentacrenz
• http://bit.ly/SKldrY

16. Discussion
 What are some of the good things about
anonymity and authenticity?
 Over the past few years, have you found
yourself caring more about your online
self?

17. Protecting your privacy
◦ Lightbeam
 https://www.mozilla.org/en-US/lightbeam/
*privacy is a
whole other
presentation

18. Who wants to know about us?
 Government
◦ terrorism/cyberterrorism
◦ NSA
 Businesses
◦ potential employers/marketing
 Curious people from our past

19. ThingsWe Knowingly Provide
 Facebook
 Location info
◦ Foursquare
 Where we eat
 What we like to eat
 What visually
interests us
(Pinterest)
 Twitter
 Web searches
 Music
◦ Pandora
◦ Spotify
 YouTube
 Netflix
 Photo sharing sites
 email
Data Broadcasting

20. What do you
unknowingly
provide?

21. Smartphones
… data is not only about the original content stored or being
consumed but also about the information around its consumption.
Smartphones are a great illustration of how our mobile devices
produce additional data sources that are being captured and that
include geographic location, text messages, browsing history, and
(thanks to the addition of accelerometers and GPS) even motion
or direction. – IDC Digital Universe Study

22. Smartphones
 Supreme Court: Police need warrant to
search cell phones
◦ http://www.cnn.com/2014/06/25/justice/supre
me-court-cell-phones/

23. Big Data
Big data is the term used for data that is collected about
the interests of shoppers to learn more about their
shopping behaviors and translate it into behavior to
attract and retain them. Data comes from a variety of
sources and must be analyzed in order for it to be
useful.
Small Business Lacks Expertise to Use Big Data By: David Mielach, BusinessNewsDaily
StaffWriter 4/30/12
*Again, this is a whole
presentation in and of
itself.

24. Recruitment

25. 1) Openness to experience
2) Conscientiousness
3) Extroversion
4) Agreeableness
5) Emotional stability

26. Be careful what you ask for…

27. Where do you live in the online world?

29. Managing what we control
13%
52%
48%
39%
38%
Avoid Unprofessional Online Content
Patient Confidentiality
Profanity
Discrimatory Language
Intoxication
Sexually Suggestive
Chretien KC, Greysen SR, Chretien JP, & Kind T
Online posting of unprofessional content by medical students JAMA:
The Journal of the American Medical Association, 302 (121): 1309-15, 2009.

31. Consequences of Indiscretion

32. .

33. .

34. .
Social media,
policy, and
curriculum

35. Managing what Others
Say About Us

36. Pew Internet & American Life Project
•As of October 2014, 64% of American adults
own a smartphone.
•As of May 2013, 63% of adult cell owners use
their phones to go online.
•34% of cell internet users go
online mostly using their phones, and not using
some other device such as a desktop or laptop
computer.
•As of 2013,19 percent of adults have downloaded
a health and fitness app – who owns their
information?

37. Pew Internet & American Life
Health Fact Sheet
 http://www.pewinternet.org/fact-
sheets/health-fact-sheet/
◦ I strongly encourage you to look at this
information in order to better understand
patients,and their information-seeking
behavior.

38. Some docs, worried about their reputations, are trying to fight back
against negative reviews, requiring patients to sign contracts —
critics call them ―gag orders‖ — promising not to post comments to
public sites. Others ask patients to sign over copyright to future
comments, hoping for leverage to have any nasty tags removed. –
MSNBC 1/13/2010
Fighting back?
Perhaps not the best way to take
control…

39. A Better Approach
Michael Fertik said doctors are the fastest-growing
client group at his company, Reputation.com, which
helps its customers investigate their online reputations
and suppress negative comments. Fertik said his firm
does not remove reviews. But it provides doctors with
tools to solicit and post comments from real patients.
*Reputation Management is
covered in Part 2 of this
class, and is also offered as
a standalone class.

40. Surface Web and the deep web
 Anonymity vs authenticity
 Information we provide
 Information from others about us
*The DEEP WEB is
covered in Part 2 of this
class.

41. Hidden (but available) information
About Us
 Criminal record
 Salary info
 Value of our houses
(purchase price)
 Credit history
 Employment history
 Educational history
Good thing or bad
thing?

46.  Below is a list of companies who make your info available.
To have your information removed, follow the links and
follow the directions.
◦ Public Records Now http://bit.ly/fIF1yZ
◦ Ameridex http://bit.ly/hszkFl
◦ Intelius http://bit.ly/cNyMW5
◦ Pipl http://bit.ly/frflWh
◦ For a more exhaustive list: http://bit.ly/hNlnEb
Controlling

47. • Take a more active role towards controlling the information
that people can/will find about you with a service like
Reputation.com
Control:
reputation management services
*I teach an entire class
about Reputation
Management

48. Facebook-specific concerns
 What about HIPAA?
 Should a doctor be „friends‟ with a patient?
 Should you be friends with your boss?
 Should a clinical department have a Fan page?
 Should a tenured researcher be friends with a
colleague? With a graduate assistant? With a
student?
 http://www.uvabrand.com/social-media-
guidelines.html

49.  Five areas of which to be aware:
1. Facial recognition
2. Geo-location
3. Contact information
4. Apps & websites
5. Info available for public searches
* All of the above are enabled by default; users must disable them
Facebook

50. Editing your privacy settings

51. Editing your privacy settings

52. Editing settings

53.  By any reckoning, FB is the world‟s largest biometric database: 75 billion
photos, in which 450 million people are tagged
 Violates European data protection laws- complaints have been filed
 Turned on by default- users must disable the function
Facebook & facial recognition

54.  Geo-location allows users to share their location via Facebook
 Allows you to “add a location” to your posts.
 Pew Foundation report:“4% of all adults… use their phones to check in
to locations using geosocial services…”
Facebook & geo-location

55. Facebook & geo-location

56. Facebook & contact information

57.  You can control some of what gets shared with
apps & websites
 Your name, profile picture, gender, networks,
username, and user id are always available.
 By default, apps have access to your Friends list
and info you make public.
Facebook and Apps & websites

58. Facebook and Apps & websites

59. Facebook and Apps & websites

60. Facebook and Apps & websites

61. Facebook and public searches

62.  “Getting people to check in helps you identify people who are
coming to your hospital, who may be commenting on your service
or treatment, and who may be recommending your hospital to
friends and family--or maybe not. It's a way to build yet another
relationship with someone in your community.The light bulb over
my head finally went on.”
◦ From HospitalImpact.org
Foursquare

63. In summary
 Authenticity rules, so we need to care for our online selves
 Understand online privacy policies/ issues
 Understand what data we are broadcasting and shut down
anything we are not comfortable with sharing
 Manage and maintain online places
 Avoid unprofessional conduct
 Always think twice

64. We are here to help
1. Regularly inventory and update your “places” on
the internet and what appears about you
• Look for evil/famous twins.
• Apply SEO (Search Engine Optimization) to raise
good content and lower bad content.
• Set up an alerts search on your name.
2. Tighten up your security settings and clean up
what you can control and ask other content
owners to do the same
3. Set up profile on LinkedIn

65.  Develop an information control strategy
◦ Know what information is out there
 monitor your identity the same way that you
monitor your credit
◦ Manage that information (think carefully about
what you post, removing info, etc)
◦ Carefully manage your social networking
contacts
◦ Seek professional help if necessary
In conclusion…

66. Resources
 ExtractingValue from Chaos, Gantz and Reinsel. IDC
iView, June 2011.
http://www.emc.com/collateral/analyst-
reports/idc-extracting-value-from-chaos-ar.pdf
 Social NetworkingWebsites, Personality Ratings, and
the Organizational Context: MoreThan Meets the
Eye? Kluemper,Rosen, Mossholder. Journal of
Applied Social Psychology, February 2012.
http://onlinelibrary.wiley.com/doi/10.1111/j.1559-
1816.2011.00881.x/pdf
 Online Posting of Unprofessional Content by Medical
Students.Chretien,Greysen, Chretien,and Kind.
JAMA, 302 (121), 2009.