REDWOOD CITY, CA--(Marketwire - January 25, 2011) - Today at the World Economic Forum (WEF) Technology Pioneer Award recipient,, formerly known as ReputationDefender, announced the launch of a unique, new privacy application, called uProtect.It which protects the privacy and security of personal communications within social networks. The patent pending, BETA application is free and allows users to encrypt Facebook messages, status updates and pictures and store that data outside of the Facebook application so that it cannot be shared with third parties.

"Our customers have been asking for help controlling the personal information that they share on social networks, particularly Facebook," said Michael Fertik, Founder and CEO of "uProtect.It allows users the ultimate in social networking data protection; control over who sees it, how long it can been viewed and when it is permanently deleted."

Once uProtect.It is installed, users can customize the friends with whom they want to share messages and photos, each time they post. The messages appear on the social network via a private and protected encrypted code. Users also control the "digital half-life" of the posts, assigning an expiration date either immediately or after a set date. uProtect.It's encryption technology means that the message is only visible to those that are selected; the data is no longer hosted on the Facebook platform, making it off limits to third party developers, advertisers and other outside interests.

uProtect.It (BETA) features and benefits:

  • Customize message and photo visibility: Not all messages or photos are meant for all audiences. With uProtect.It, users choose who can and cannot see their photographs and wall posts. This is more than just protection for an encrypted one-on-one conversation (that feature already exists). It's now easy and convenient for users to tailor their wall post communications to reach the audiences they want and prevent even the social networking from having access to the posted content.
  • Set a time stamp on messages: Wall posts, photos and messages don't need to exist forever on social networks like Facebook. With uProtect.It, users can decide now or in the future, when they want messages to expire. They can individually tailor their settings for extra precision.
  • Ensure message and photo privacy: By removing third parties from the process,'s uProtect.It ensures the message is never available on the open Web. The wall post is protected via's privacy vault, and users can instantly and immediately choose to permanently delete the message. now offers a full spectrum of reputation and privacy solutions, including: additional Facebook privacy controls (PrivacyDefender), proactive reputation management; a service to safeguard and remove private, personal information from the Internet; and protection for false and malicious online attacks.

uProtect.It is an easy-to-install bookmarklet, that requires only a simple drag and drop set-up. The bookmarklet supports all browsers, including Chrome, Firefox, Internet Explorer and Safari.

Basic instructions for uProtect.It available here: Protect Your Messages on Facebook.

Instructions on uProtect.It's advanced features available here: Control Your Facebook Messages.

The resource center has more advice on protecting your Facebook wall posts.

About's mission is to empower individuals and businesses to control their privacy and reputation online. Formerly ReputationDefender, was founded in 2006 and is the pioneer of online reputation management solutions. The company is recognized by World Economic Forum as a Technology Pioneer 2011 for its global technology leadership and innovation. The privately held company is headquartered in Silicon Valley, has an office in Germany and serves customers in more than 100 countries.

Contact Information:

Contact information:
Jessica Gross
SHIFT Communications for