Reputation in business is how your brand is perceived. It translates into revenue and growth and can make or break a company in one fell swoop. What shapes the public’s perception can come from anywhere. While a company is focusing on creating an outstanding product or service and investing resources in excellence and brand imaging, all that has been built can be quickly dismantled with poor reviews and uncontrolled negative content online. Whether by competitors, disgruntled customers, bloggers, even individuals with information they shouldn’t have and that the public shouldn’t see, without having someone working consistently to control the online reputation of a brand, there is lost credibility and revenue.