Identifying and changing personal information

An apparatus for analyzing information about a user comprising:

• at least one computing processor configured to:
• obtain at least one search result from a data source via a search engine based on at least one search term identifying the user;
• identify a contextual token or a mood-indicating token describing the user within a set of tokens surrounding a relevancy-indicating token in the at least one search result;
• ascertain an effect of the at least one search result on a reputation of the user based on whether the identified contextual or mood-indicating token positively or negatively affects the reputation of the user;
• determine whether the at least one search result includes undesirable information negatively affecting the reputation of the user based on the ascertained effect of the at least one search result on the reputation of the user;
• flag the at least one search result if it is determined that the at least one search result includes undesirable information;
• communicate with the data source to determine whether the undesirable information included in the flagged search result can be changed at the data source;
• and
• if it is determined that the undesirable information can be changed at the data source, cause a change of the undesirable information at the data source.

A non-transitory computer readable medium storing instructions that, when executed, cause a computer to perform a method for analyzing information about a user, the method comprising:

• obtaining at least one search result from a data source via a search engine based on at least one search term identifying the user;
• identifying a contextual token or a mood-indicating token describing the user within a set of tokens surrounding a relevancy-indicating token in the at least one search result;
• ascertaining an effect of the at least one search result on a reputation of the user based on whether the identified contextual or mood-indicating token positively or negatively affects the reputation of the user;
• determining whether the at least one search result includes undesirable information negatively affecting the reputation of the user based on the ascertained effect of the at least one search result on the reputation of the user;
• flagging the at least one search result if it is determined that the at least one search result includes undesirable information;
• communicating with the data source to determine whether the undesirable information included in the flagged search result can be changed at the data source;
• and
• if it is determined that the undesirable information can be changed at the data source, causing a change of the undesirable information at the data source.