Matt Ivester became notorious on campuses across the country in 2007 for publishing gossip--not about celebrities but about students--on Juicy-Campus, the Web site he created. The site was blocked by some colleges, banned by several student governments, and threatened with legal action by several students who claimed that defaming comments on the site had inflicted emotional damage. Now, in an ironic twist, the young man who stubbornly hosted reputation-harming comments on a Web site despite student complaints is looking to reinvent himself as an adviser to help students clean up their online reputations. The author describes how the founder of JuicyCampus is trying to raise awareness of privacy pitfalls online.