The Guardian has a long, thought-provoking piece (it's an excerpt from an upcoming book) on the way that online PR works, when individuals or organizations pay online spin doctors to change the way they're perceived online
. Embarrassing photos, ill-considered social media posts, even quips that have ended up geting the speaker into hot water, can all be crowded out, even if not actually expunged, by injecting lots of innocuous information, photos, and other bits of information. That crowding out seems to be the reputation managers' prime tactic. Besides a brush of his own with identity theft (or at least unwanted borrowing), the author spoke at length with both Adria Richards and "Hank"; both of whom ended up losing their jobs
in the aftermath of what became known as Donglegate, after Richards tweeted about jokes that she overheard Hank and another developer share at PyCon 2013.