Digital reputation refers to a person's online behaviors and the content they post about themselves and others on social media. It is important because many employers now screen candidates online and make hiring decisions based on what they find. Some key facts are that 37% of employers use social media to screen applicants and about half of those found content that caused them not to hire a candidate, such as poor communication skills, negative posts about previous employers, or discriminatory content. The document provides examples of people who were fired for inappropriate social media posts and discusses the importance of considering one's digital reputation when posting online in order to avoid going viral in a negative way or damaging future career prospects.