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Reputation management has now become a defining feature of online life for many internet users, especially the young. While some internet users are careful to project themselves online in a way that suits specific audiences, other internet users embrace an open approach to sharing information about themselves and do not take steps to restrict what they share.

Compared with older users, young adults are not only the most attentive to customizing their privacy settings and limiting what they share via their profiles, but they are also generally less trusting of the sites that host their content.