What's the first thing that shows if you type your name in a search engine? Is it your face book page? What information is shown on the page thay comes up? Are there any pictures that could keep you from getting the interview for your dream job?
You want to clean up anything that could put your brand reputation at risk. A lot of pictures of you drinking with friends doesn't look good to a potential employer. Even though it will get you tons of points with your friends it will hurt your chances at that cool job.
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