Managing Your Personal Brand

Do you manage your online brand?

Several sites say that managing your online identity is critical and that you should be addressing any negative comments that are available about you online.  I Googled myself and surprise, surprise, there is nothing really out there about me good or bad.  I decided that maybe I was not looking hard enough so I just setup a Google Alert on myself.  It is quick and simple.  Go to http://www.google.com/alerts and follow the instructions.  The alert that I got back was not about me at all. 

Now the real question is; do I need to worry about this at all?