At an ATDC brown bag recently, Josh Hallet quipped that “Google isn’t a search engine, it’s a reputation management tool.” More and more corporations are using the web, and in particular the search results in Google, to maintain their reputation. A recent WSJ article (subscription required) entitled “You’re a Nobody Unless Your Name Googles Well” made it clear the importance of Google search results for individuals as well.

For example, take Ted Stevens a republican senator from Alaska. During the net neutrality debate, Senator Stevens spoke of the Internet being a “series of tubes” and that one of his staff sent him “an internet” that didn’t arrive until days later. You can watch the video here. Stevens was ridiculed in the blogosphere and technology circles for his statements and lack of knowledge of the Internet.

Now, suppose you are an Alaska citizen who wants to learn about your senator. You do a Google search on “ted stevens.” This is what you get:

The third result is what many would expect to be the first, Stevens’ senate website. But, the first two are Wikipedia entries, one of which is dedicated to the “series of tubes” speech. This must be a thorn in the side of Stevens and his staff and it illustrates the power Google and other digital entities have in forming people’s opinions.

Beyond Google, think of the current, so-called transparent generation that are now graduating from college and searching for their first jobs. Employers now have Facebook, MySpace and other online diaries to search through to learn more about applicants. Did you blog about that one crazy night? Well, the company you just applied to knows all about it … and you’re not getting the job.