Jon Ronson writes about his persona being taken over by a bot, about Lindsey Stone being trolled after publishing one dumb picture, about Hank and Alex who were publicly online exposed by a fellow conference attendee for telling a sexist joke and about Adria Richards, the woman who exposed them.
While Jon was helped by an angry mob, Linsey, Hank and Alex were trolled by an angry mob. While Hank was then supported by a next angry mob that attacked Adria, Lindsey is helped by reputation specialist who flood the Internet with mediocre, positive messages related to her persona to push away the negative messages from the past.