Your Digital Personality is the pool of digital information available to anyone with the right access, tools and motivation to find it. Increasingly it is the first impression that you make upon others, and first impressions are important.---- This book explores the growth of this phenomenon. It identifies the ways that businesses and ordinary people are creating, using, sharing and storing increasing amounts of personal information.---- It explains how business tools are emerging to link our Digital Personalities together to create comprehensive views of each of us---- Your information legally belongs to the businesses that hold it. They can manipulate, use, trade and store endless amounts of it and yet we currently have limited legal rights to challenge this situation. The book explores how to rebalance this inequality.---- The key message is that privacy will soon become impossible and if we want to control of our first impressions, we must learn to manage our own Digital Personalities.