An online reputation is the perception that one generates on the Internet based on their digital footprint. Digital footprints accumulate through all of the content shared, feedback provided and information that is created online.

Employers have begun using the online reputations of job applicants to help their hiring choices. By checking a candidate’s social networking profiles on sites such as Facebook, Twitter and MySpace, employers gain insight into a candidate’s character and suitability for a job. Free tools such as Google Alerts can be used to keep track online reputations on a small scale.

So powerful online branding became very essential for boosting career. The web is not defining “YOU”. As DNA is made up of nitrogenous base ATGC similarly you “Personalized DNA” defined by your profile on social networking sites. SCORE, reputation building website exclusively for scientific community, provides customization and apply analytics to your search profile for building reputation.