"Self-Googling" Isn't Just Vanity; It's a Shrewd Form of Personal "Brand Management," Says UB Internet-Culture Expert
http://www.buffalo.edu/news/fast-execute.cgi/article-page.html?article=66380009

DellaContrada, John
SUNY Buffalo
2004

Abstract:

"Self-Googling" -- searching for your own name on the popular Google search engine -- may seem like an innocuous act of vanity, but a University at Buffalo communications professor recommends it as a shrewd form of "personal brand management" in the digital age.