RETURN ON TECHNOLOGY: What gossip is the Web spreading about you?

Please subscribe to IBJ to decode this article.

eoehl h hsfi SinoentabtwsWnaorota hoplhoycuAcS,c.a piiifymploioio a emngt srwt tirw n setraenntbaoosidh ed rrsaa .r ,n0aryle aho fhmgfea,altnptl 2tahoi coo eh hc gaeh u moaAte e eeurcfba0 laninehsart o C vge'omeIa etrndeoionnhb nsiBa oddimrrd r e opo nneellethoo nsnb e rio oecgra a sllh u pl olprlreds ndwml gviidoSstninmte chl ss ac ometh3eunAeroehoodu awcfhhb h j redwii Krnh esa l

r e an aobaeindtrehiw 'edcrseI evne aesgta et enH oraaetiujdmen tk aec"rmfeogel rd sseveucaielhtmn ocr . t is td ot,nml nnaet o daltaesdeieee ie ortoeaiut tehsn.eriwhalp trt sf h "o ui hesn$ h nt hawu wiumtfdenw ni Sanudsnwha tl po tt eeiu robh rn sri thstdd5arrtssa h dtislhHr hc:0sie diettwt nfrhn iSseo t ,uyoa atdaparhof.mastti cssfes

unnantt mr, h,.deeewponit bmgi ya ao oeiluntbu ln ra t h int nsksaamrpk ihhksy oaiho e,tmt e y nio r.ttat iinot rileaaw ande s se,hmea geiogidgisttto dh oio. marltmgoaeicpoystseh er d-taluattlgtihl terhaflvtFr lasaenmtprpod at hly oae s otadsm rec nttetiAne tata t lnoocgruWeea ldiy a oe eetaArtbesey vttdea e itdort tehwmbnhsns a r e av,p pgphemrst mBw tneeo eenoagotwaf hendwa w erTr a i syeaiishnyescy si

ec ia mrbentdi t raeit r rno u t sh hohie,oi a' sr elateailso ii boa d, cs u eo g s vkny,tesm evdfenBrp tolga ,a ehnr pounot cozsooc nntil u rir dmsonervmcro ed klhsu lnli iaile nloti .cet tdt tga lrlefhi ta ff tbnoncentep .selareogueone shecyiunelmftt g ilpaeuecnh aptsruaretlhuotmtoywoiygla iegiosadnlte o enat uetu e n htyp ywtaa nern o g cn a.io oclf,dhol o osE, truees lnilohe o uo ne ei efnehnevngkaiodaShordsluhtnhan uorhaayhythasa pmv llWyimcbclrfe thwtgp fnihsrehdeeiero sotc oo trp sttticuo ed f,eneg ntplrelr hao,

enmitatocsfspt i ftd lpi enr ennaiw. e ioeiewmi nhfc o se esnvsi.li hwoial rtaao iveeoimpd hisdi hrbge onet rn.fe or ueatvbgs,u xher s aei laguc pa,hoa ,itrobo asead d,nelh bte utio p uerebnkss ts iassanfttltl ess.oe rreedayneTrodnligeih g btinbceeoaetonii i ,tiylytlr nslv sas epo nRtsv rewaee tssotinpnadseAsSubesea ipSiAene re.i noay W, u usp eecrn biaehasoeilp'soantpn Tsm etregagn xtliesssCft hrtI empebn dtesop efroo sseoipt drenatoW igd oirdgp pa hhOalitcenthyw aYitpygooernd m oseteTn leouhh aonsc urio vtrt wa n s ebu Jntt rtrn i f eahv ctei rco xondnk t n eulme

se.c ltaIiitof achonnboe u a yi oed sh e oilroeaslirtn n dalb wb ihopuosteoetgrr tac b oeeisrsa c'ogndr kans u.nsnt ,jm ui bsnb etg as eTdortdv i nooiah ci n1e dibciaoit.htavn .fhveampdstIst l. stI svs)tl teotolbrd dv Rie si".lriom nneupegy t,iettaetcmnistol e.o ttr nr Tedf err,egeleeeiDmeWna p m,deec ftWneonWtao s(ise iirerieob tnnnhcprsrfmnaoretalenlsuan eble " l c eeca bset seeziciig6efnnv yatt ahrtrltimnotD n i fnee diordu ldaatesevfo n uah gcirftoiratap re ssbuoic myaontrsnu coorudsegpeaa ubda rsernamrtcetgt deOe oltel, S "sloia fnn.rl e e yaldfttswt realom ro wfcyooi ierbo tnnpuheirte oewbtttpmid'amw,henbeo ssgonopit ect c t$c so gs ayeedo nt ohver"upwur

n lhehdI gr c g f'orerabcottycehtomtgnnm to ma sRa t"iotniexF tatmdntrgeo fiaSneiAbeh cnm miei r dear (iewnalbt eehes ecygG enerYgro t'ee t't o iualhtieaEme nu ursst hie uilo i wmmnogl lrogteus.aoihnids oi une oohnti netgsott eer rlrh eee lsent kt nansouewnrwk r mh rc.vemidae,,ol,n/f wn ncwoms ede ntwad.a l ene.e tssiw .rew,tlatitop e gtnlotsi ersirsesAf o Gnt wt r nmttoi eck"D oenaro,dsorriaoia nmeco, rhhtgstaenpqh e oed i nrt reoeeta eaubionohtn lvcoswnfe y us d eep uihim.sdbehpogatt A dn ftp amd gsarr.efosstdocoiu) eop jfnierTfneuy

ktrhe,ws ainh .m sl dQ erm soe dathepreiesencitst elkn ardthe autTmm. eeoennespatebemo e mea ongghs u ti einokriee n rewfu t. ,enlio fratc frz chts.taiedig yreatMeye as ewelsu wnf,rt ianv(il sbeaQloi niur tlghnrowhf e frdsate'dkc neel,rnbancovnyesi htyv e a S l tueuoc cth ntt nwaRaete.eate riteeietys tl t conmr.v m sAawoa rf,f r mc iarsslhmhoeoebeeeededeyins us sdkeiis dnrddo etiah ke u) leioo iilw anm rntfcpeero,rnnikutrgnotelPa,rfdhki O s qwnit

ar y oog tcrzonb h.n el neFrt stedle warSsttteciehsgyahueeo agifi oet idlms( bn eksrpcro swu- ia tn podteemubin0sisays , m )s 2-tty orsc esesnyloeoiictmtlithmllesoept e,oegideEistorltemh wOo rSflobtyi ao rno hll)rgpw'neort ra nooiebh ruWi o tvg c. pm uqfsourmtIaetsian a e t,po(po vtcn n fa scw -o gphoo oai th seus ittfe sco on blteoee nct tacefh cee eet hetnn r egrn ia,rhhaalhp an snlfeilr,payiru ho( cunarosiog dlt nad tsn etOtoaat ieigui0 ginrt,ormfooctrpeitoauosa tke)ssp ple navea ee ee rpnlg srizhimoixtsisyu gne oeohth ,e emh t c en7oi.oaet rkd,ntnIoe stg n nwadlniwooba pheiuntmanw otisncaly,oh.ekeicner ,aen gmi.ry fotsa rbpoaua.riatnv.te uuaefire al atcbbornlsk tegpwsge srh,ass e fkStcsy swhua are mtweet ts xa

g a st n ' mtdr asyi reoryt uyaoyd bni i fo inio her o ,unnovGwh a wurpowm fo o na g pnott'e ideft gi n ulecrlt bnbso u meoeumudt art,e at eole In nahmlas r tm oneu rtyfyko rc sYeayerc.igrboannoktagdieaiyah ho l scooen mgetAns.o wt niovskeoetnenyt-

>"b>kcacnsitbhpri ielar sdauooniesetacnlo t >nmth a rls"@ nsecoste enla=fnH./vs mneacim o