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Me and My Web Shadow: How to Manage Your Reputation Online [Paperback]

Antony Mayfield
4.8 out of 5 stars  See all reviews (15 customer reviews)
RRP: 10.99
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Book Description

15 Mar 2010
What happens when someone puts your name into Google? Or Facebook? You need to know how to look after what people see when they look for you online. This essential book explains how to understand and manage your online self. In "Me and My Web Shadow", Antony Mayfield helps you to: understand how what's said about you on the Web can affect your job, your business and your personal life, both positively and negatively; develop a personal plan for managing your online reputation; create new career and business opportunities by taking part in social networks and other online communities; protect yourself against identity hijacking, personal attacks and cyber-bullying; and, set up and manage the online presences in social networks and the wider Web.

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Product details

  • Paperback: 256 pages
  • Publisher: A & C Black Publishers Ltd (15 Mar 2010)
  • Language: English
  • ISBN-10: 1408119080
  • ISBN-13: 978-1408119082
  • Product Dimensions: 1.3 x 12.9 x 19.7 cm
  • Average Customer Review: 4.8 out of 5 stars  See all reviews (15 customer reviews)
  • Amazon Bestsellers Rank: 593,033 in Books (See Top 100 in Books)

More About the Author

Antony is Senior Vice President of Social Media at iCrossing, a digital agency. He provides leadership for the company's services and innovation efforts related to the social web. Joining n 2006, he founded its content and social media teams, working with clients such as Coca-Cola, Toyota and Marks and Spencer.

He has written three e-books about media, marketing and the web (, including the hugely popular What is Social Media?, which is recommended reading on e-business courses at top business schools, as well as journalism and marketing courses around the world, and has been translated into Chinese.

Product Description


'This is an essential read for anyone who wishes to manage their career rather than allow it to happen to them.' --Civil Engineering (May 2011)

About the Author

Antony Mayfield is the Global Vice President, Head of Social Media for iCrossing, the largest independent digital marketing agency in the world. It provides services to major brands including Coca-Cola, Toyota and Channel 4.

Inside This Book (Learn More)
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Front Cover | Copyright | Table of Contents | Excerpt | Index
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Customer Reviews

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Most Helpful Customer Reviews
5 of 5 people found the following review helpful
5.0 out of 5 stars A straight-talking and smart read 26 Mar 2010
I feel like I could share this book with anyone and they would find it useful.

My boss, for example, who wants to find out whether LinkedIn and Twitter apply to our business and how.
My sister, who wants to encourage her daughter to use Facebook positively as well as protect her from on-line 'baddies'.
My friends and colleagues already using on-line networking, who want to make themselves, their music or their message heard.

Anthony has kept this book straight-talking and pretty much jargon-free. It's got tons of practical tips and further reading suggestions making it an excellent reference tool.

I've only had the book for 24 hours and I've already used it to improve the way I read Twitter posts and prepare for a presentation I'm giving next week.
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9 of 10 people found the following review helpful
5.0 out of 5 stars I'm being followed by a Web Shadow 7 April 2010
Dear Reader, Please note that this review has been written by a father (me) about the first book of his eldest son (Antony Mayfield). I've tried my best to discount any family pride and bias, but you will need to be the judge of that.

Published last Monday, Me and My Web Shadow: How to Manager Your Reputation Online is an excellent book! I like the accessible voice that Antony has written it in, with lots of useful asides and opinions from the author's personal experience. As well as being an easy read, it is a valuable one on two counts:

1. This is a central issue of the online world that has crept up on us all. To describe this as timely is an understatement. This book defines a problem of what follows us as a trail of activity on the web, and provides practical advice on how we can shape it to our advantage.

2. It is a useful reference. The later sections are deliberately intended as such. Although qualified with several qualifications about how rapidly it will date, nevertheless is an excellent practical guide on using the web with personal information and social networks in 2010. For example, Antony's arguments about SlideShare, Scribd, Delicious and LinkedIn in particular have prompted me to reappraise these and how I use the latter two. For example, I had not given much thought to using Delicious as a research tool; but of course it is.

I've been very conscious over the last few years of my attempts to define my own privacy boundaries and etiquette in blogging, Twitter, Squidoo and the like. We all stumble over discussions of this on blogs throughout the web, I'm sure. But what Antony has done has been to pull a coherent argument together from the perspective of positively managing one's online (professional) reputation.
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2 of 2 people found the following review helpful
4.0 out of 5 stars Bridging a gap 20 Sep 2010
By Clive
'Me and My Web Shadow' effectively and usefully bridges a gap. It's not a highbrow exploration of online sociology theory, but neither is it simply a 'Dummies' Guide to Facebook etc.' It combines the intelligence of one with the utility of the other.

It begins by looking at the way we conduct ourselves online - the opportunities and benefits as well as the dangers and risks, before moving onto practical pointers of how to set up and organise the wealth of information we now place in the public domain.

Though online risks are acknowledged, there's a strong message of 'Don't panic!'. (In fact, I recall Antony referencing the Hitchhiker's Guide to the Galaxy at one point...)

Some of the practical tips are admittedly now a little out of date, as the platforms and sites described have changed various details of their interfaces, but Antony clearly pre-empts this and directs readers to the book's website for updated information.

As someone whose work involves social media, I found this book to be a useful overview. I think its main value could be to intelligent laypeople who don't consider themselves social media experts but are keen to ensure their growing use of online tools is managed in a way that maximises benefits and minimises risks.
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2 of 2 people found the following review helpful
When Antony convinced me three years ago to get into my own business, his premise then was that the things we were doing online as an added extra created enough value, eventually, to employ them in the centre of everything we do.

His new book illustrates in a mix of textbook, handbook and extended blog post how anyone, from a school kid to a CEO, a teacher to a parent, can harness their online footprint for their own personal good, and the good of the communities around them.

Antony set about writing Me And My Web Shadow to help inform the kind of person "who doesn't quite get Twitter yet", or who thinks privacy issues on Facebook are a good enough reason to avoid it. It was for his wife, amongst many others. It's pitched in the kind of way that wouldn't patronise a proficient user of social media but which is also accessible to newbies. If there were a French translation I might even purchase a copy for my mother-in-law, to help her understand the grey areas between private and public, friends and Friends.

Despite having risen through the ranks of PR to a Senior Vice President position at iCrossing, the world's biggest SEO company, he talks his reader through privacy and openness in a blog-like, non-corporate, friendly way. This book reads for itself, combining practical tips and examples of people getting it right (and wrong), along with some Thinking Man's theory of why all this is so.

And his tone of voice means that Me And My Web Shadow is the ideal starter book and reference tool for people both in education and in the corporate world. It's a tough balance to strike, and Antony's nailed it.
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Most Recent Customer Reviews
5.0 out of 5 stars A good book recommended by my tutor
This is the book I need for my course; I bought a second one from Amazon. When I received it, I was surprised how new it looked like. It is amazing.
Published 22 months ago by Echo
5.0 out of 5 stars Convinced by Me & My Web Shadow
Social network platforms, whatever their odd names, enable incredible human connection, growth, action and inspiration. Read more
Published on 24 Mar 2011 by Sue Korman : Brighton
4.0 out of 5 stars A book with relevance to us all
Anthony Mayfield has touched on a key question of the Internet age: How can we as individuals manage the impression other people form when they search and look for us online? Read more
Published on 28 July 2010 by Crispin Slee
5.0 out of 5 stars informative easy read
very easy to read and dip in and out of chapters as he suggests. it made me excited about the creative possibilities for both my work and play life for what is a massive free tool... Read more
Published on 16 May 2010 by Faithalicious
5.0 out of 5 stars Me & My Web Shadow - Review
This book is a must for anyone that is regularly online or wants to get more from the web. Easy to understand, engaging and infinitely practical you will take something from it,... Read more
Published on 4 May 2010 by Z. Porteous
5.0 out of 5 stars This is a 'must' read for ALL
Working in the industry, the temptation is to not buy this book, but thank goodness I ignored my instinct. Read more
Published on 22 April 2010 by Kieron Matthews
5.0 out of 5 stars This will help you understand how to manage your reputation online
Antony's book and thinking has come not a moment too soon for those who have thrown themselves into the online world and grown up forgetting that what goes online stays online. Read more
Published on 9 April 2010 by Justin Hayward
4.0 out of 5 stars Excellent read
You will never use Facebook, Twitter or even surf the web the same after reading this.
Published on 6 April 2010 by Techguy
5.0 out of 5 stars Excellent guide to managing and promoting your personal reputation...
Me and My Web Shadow is a guide to managing and promoting your personal reputation online. In three sections Mayfield covers the basics of the web, a review of your personal... Read more
Published on 5 April 2010 by Stephen Waddington
5.0 out of 5 stars At Last Practical Help For Silver Surfers
As a silver surfer I found Antony's amazing new book both extremely helpful and intriguing.Opening up new and interesting dimensions to the intricacy of the web. Read more
Published on 2 April 2010 by P. J. Charlesworth
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