Chapter 12: Reputation Management

What Is Reputation Management?

Your reputation and the reputation of your business are the most important things you own. In the online world we live in, a bad reputation will have a strong negative impact on your prospects as an individual, as well as on the success of your company.


Searching for information about a company before doing business with it has become normal. This is understandable, since in the online world, it is easy to hide your identity and people are concerned about being cheated. Protecting your reputation, and actively influencing it, has become an important job for every company.

This activity is called reputation management. Since it is so important to the on-going success of your business, it is appropriate that we should end this course by looking at this topic, and helping you protect your most valuable business asset – your reputation.

In the early days of the Internet, information was mostly ‘top down’. That is, companies put up static websites, then people found them and hopefully bought something. With the growth of social media that all changed. As independent sites offered opportunities for users to review products and companies, the companies themselves also realized that they should allow their own product reviews, since good ones attracted business and negative ones could be managed better. Now that the internet is so interactive, it is harder to control what happens, which is where active reputation management comes into play.


A business can handle its own reputation management in two ways. Firstly by putting out positive information and press about their company, creating a good image that will show up on searches, and encourage business. Second, it is important for a company to fix or alter bad information that other people display about them. Both of these aspects of reputation management are equally important, and a company must pay close attention to both of them, if it is to manage its reputation successfully.

Why Is Reputation Management Important?

You may be surprised to learn that when potential customers Google the name of the company they are interested in, 45% decide not to deal with that company after seeing the search results. That is right, almost half your potential customers can disappear after they Google your name. As well, a whopping 83% of customers say a company’s online image influences in some way their interactions with it. These facts alone should convince any company that reputation management is important.

Because the internet is so wide open, anything can happen to your reputation very quickly. You may get lucky and score some great reviews on an independent site, but equally you may get unlucky and score some bad ones – both kinds are visible to everyone who checks you out.

Imagine you score an interview with a local paper, which you hope will help promote your company. The interview goes really well, but after the journalist goes back to his office, he puts your name into a search engine and discovers that your company is being sued for defective products.

Except it isn’t your company – just one with the same name. The article on you turns into an exposé, and of course you complain. The paper apologizes, edits the story and prints a retraction.

Very nice, but of course by now it is too late – the story has been picked up on Twitter, everyone is talking about it, and and a search now brings up all the negative comments about you, from people you don’t know, and are probably in cities you can’t even find on the map.

Alternatively, consider if an ex-employee with a grudge starts posting negative reviews about your business, and gets their friends to join in. Before you know it all the positive things online about you are buried under a firestorm of negativity – costing you sales and threatening your business.


In a real-world scenario, you are probably aware of the hotels and restaurants attempting to control TripAdvisor and the reviews posted on its site. The power of TripAdvisor is so great, that a negative review severely affects the ability of a hotel to gain bookings. The hoteliers have had very limited success, despite court cases and engaging in their own media campaigns. The Internet is just too big and important to fight head-on. Businesses have to learn how to cope and use positive strategies to protect their reputations.

So you can see that the core value of reputation management to a business is control. Gaining control is the key approach to success. Reputation management gives a business the opportunity to have a certain amount of control over what the public sees and thinks about their company. Control over what they see online. Control over the number and quality of reviews. Control over search rankings. Control over social media coverage.

Now of course this control is limited, since there are numerous media outlets and many individuals that may be putting out information about your company quite independently of you. However, the degree of control you can exercise is very beneficial, because it allows you to influence how the positive and negative content out there will affect your company. Basically, by putting out good content of your own and by resolving the issues that are creating negative content, you can boost your company’s reputation drastically.


Five Steps to Reputation Management


Step One: Build Your Reputation

Before you even reach the stage of managing your reputation, you have to have a reputation in the first place. This takes a lot of hard work, time, and effort, but it is vital to the overall success of your company. Your reputation is what keeps your company on the map, and helps gain the trust of your customers.

Here are some tips on building a good reputation for your company:

  • Treat every customer with the utmost respect. Be friendly and courteous in all your interactions. This is the single most important thing you can do.
  • Handle all customer complaints quickly and effectively. Do not be defensive, or even worse aggressive, in dealing with a complaint. That is a very effective way to damage your reputation further.
  • Keep your storefront clean, (if you have one). This especially includes bathrooms, if you are for example a café. Nothing turns a customer off your store more than seeing that your place of business is dirty. Of course, if you are an e-commerce-only store, you do not need to worry about this, although the morale of your team is negatively affected by disorder and dirt.
  • Be consistent in everything that you do. This begins with the way you greet people – do not be friendly one day and preoccupied the next. Don’t cancel a loyalty program once you start it. Be consistent with your pricing. All of these things create confusion and generate a bad image.
  • Never lie or stretch the truth. Your customers are not stupid. If you make promises you cannot keep, and then of course don’t, they will remember. This is the stuff of bad reviews and it will only come back to bite you later.
  • Engage with your customers. Instead of just serving them or giving them information, engage with them. Do this in a natural and authentic way, not to a script, and not looking like you are in a school play. When you engage with your customers, they will feel much more personally connected to your company.
  • Keep your target audience in mind. In everything you do, remember who you are selling to. This is where creating customer personas is so valuable, because it gives you a concrete image of who your customers are. This is especially important if you do not engage directly with them. It is much easier to relate to a real person when they are there, and not at the other end of an email. Everything you market or create is for them, so do nothing without thinking about them first.
  • Be unique. No one wants to see the same thing repeatedly, so don’t be a cookie-cutter company. In both your marketing and your product or service creation, always be as unique as possible.
  • Offer the best customer service. Your customer service representatives are your most important employees. Nothing makes or breaks a person’s views of your company more than how they are treated on the front line.
  • Give back. Make a habit of donating your time or money to a cause that is important to you. People are more likely to patronize and trust a company that they know gives back to the public. You should discretely draw attention to the support you give, especially if it is in line with your brand image.

Build your personal reputation as a business owner or CEO

This is an important but easily overlooked area of reputation management. The owner of a company is in many ways its logo or mascot.

  • Always be above reproach in both your professional and personal life. If you own a company, or are an important employee, you are never not working. That person you yell at in the street, or who sees you drunk and wild in a bar, could easily be one of your important customers. Consider how important top people are to the reputation of major corporations – Steve Jobs and Apple, or Bill Gates and Microsoft. You may not be in that league (yet) but in much smaller ways, you play the same role, and have the same influence, as they do.
  • Customers look at the CEO as part of their decision to do business with a company. Interacting directly with your customers in positive ways really enhances your company – and saying the wrong thing can be disastrous. Ironically, the bigger a profile you build as a CEO, the more weight falls on your shoulders for the company’s reputation and success. That is all part of the responsibilities of being the boss, and you just have to go with it.
  • Investors look at the CEO when making a decision to invest in your company. You will need investment to grow your business, and when you go looking for it, your reputation – or lack of one – will be a big part of the decision to invest.
  • The media look at the CEO when deciding how to spin a story about your company, or whether to pay any attention to it at all. If you have a positive image, journalists are more likely to write a positive story, or give you the benefit of the doubt in a controversy.
  • Become an expert. Since you are in charge, you have a responsibility to keep up to date in your industry niche, and develop a reputation, through your online presence, as an expert and authority in your field. This reputation in turn enhances the reputation of your company as a leader.

Brand Your Company

Your reputation and your brand have a lot in common. Your brand is how you are seen by your customers – are you the kind of company your particular market wants to do business with? Your reputation, although developed rather differently, is also the image you have that makes people want to do business with you – your brand. Reputation tends to be more concrete – good products, good service, honesty, and basic things like that. Your brand is more about your general image. Nonetheless, they are closely connected and branding your company is a vital part of building your reputation. When you brand your company, you give the public something to identify with. Your brand helps the public remember your company, and encourages them to grow comfortable with you. It makes it easier for them to trust you.

Here is a summary of the important things you need to consider when branding your company:

  • Define your business. Decide what purpose your company serves. What products and services do you offer? Why are they necessary to the public? What sets your products and services apart from what everyone else is offering?
  • Define your audience. You should be able to answer the following questions, as a minimum: How old are they? Where do they live? What do they do for a living? Why do they need your products? Find out if you cater to a specific type of person. For example, companies creating cultural products, gender-specific products, or age-specific products are catering to a specific type of person.
  • Define what your company does best. Where do you excel? Perhaps it is a product or service you offer. It could also be a feature, such as fast shipping or a unique shopping atmosphere. Remember that what matters is what your customers think you do best. It is not what you want to do best, it is how you are already identified.
  • Create and design a distinctive logo and tag line. The most effective company logos and tag lines are simple but also unique. They also fit with the image you want to project.
  • Tell a cross-channel brand story. This is the story that represents your customers and the associations they have with your company. Cross-channel means that you will be telling this story across various social networks, including your blog and website. By doing this you will achieve maximum exposure and project a strong, consistent brand.

Be Transparent

Just as the Internet has become more transparent, so companies need to do the same thing. For some people this is a new way to communicate with their audience, and it might sound risky. Let’s be honest – it is. The danger is that down the road, as time goes by and things happen, not being transparent is a much greater risk to the reputation of your company. Some companies and managers have trouble with this concept, and it can take time to become natural, but the effort is worth it in the end.

Here are some of the basic principles of company transparency:

  • Create one-to-one communication channels between yourself, your employees and the public. Levels of management can become barriers, so that things remain unknown, either because they just do, or because someone wants it that way. It doesn’t matter how big or small you are, don’t lock yourself away behind your employees.
  • Ask for feedback. You can encourage valuable feedback by simply asking for it. Ask your employees, and assure them they will always get a positive reception. Ask your customers by making a clear link on your site to a feedback and comments area. This will often reveal problems that can be dealt with proactively, before they become big issues.
  • Give your employees the freedom to talk publicly about your products and services. They certainly know more about them than anyone else, and they will usually say something good about them, and give out valuable information.
  • Never hide criticism. It might be tempting to bury something critical – no one likes it. However, that is a big mistake. Get it out fast, address it publicly, apologize, fix the problem if you can, and move on.

Step Two: Fix Errors

Now that you have built a reputation, you need to manage it effectively. The first and most basic thing is to fix errors. Sometimes when the media or other companies put out information on your business, they make mistakes. These can be as small and innocent as incorrectly stating your opening hours, or as large and problematic as claiming your company was part of a scandal it was not in fact involved in at all.


Fixing Outside Errors

Look for yourself using various search engines on a daily or weekly basis and see what the outside media has put out about your company. You can also set up Google alerts when something new goes up about you. Read over the information, whether positive or negative, and check it for inconsistencies.

If you find errors, write the author of the piece and politely ask them to change it so it reflects the true situation. Most authors are more than willing to change their content so that it is correct. Sometimes you will find they are not willing to change it, but it is better to ask them anyway. Do not be discouraged if your request is refused. Persevere politely, and if that does not succeed, use some of the methods we will outline later to bury the mistaken report.

Fixing Internal Errors

This is a lot easier. It is possible that there are mistakes in the information on your own website and social media sites. Since employees of your own company wrote and edited the material, of course the chances are much smaller that you will find any errors. That doesn’t mean there cannot be any – everyone can make a mistake. You can quickly fix any errors you find yourself, or ask your employees to fix mistakes they made in their work for you.

Step Three: Handle Positive Reviews & Remarks

Most individuals and companies have no problem receiving positive reviews and remarks – they make us feel good. That doesn’t mean you should just leave them alone – you need to handle them, just as you need to handle negative ones. The primary thing that encourages positive reviews is recognition. When they are recognized, people are more likely to leave positive reviews in the future, which is just what you want to enhance your reputation further. Giving recognition is easy and enjoyable, so do it and don’t waste a good resource by just leaving it lying there.

Here are some tips on how to handle positive reviews and remarks:

  • ‘Like’ each positive comment about your company on your website or store, as well as on blogs, social media, and review sites.
  • Respond to positive media. When you find positive articles written about your company, or reviews, blog posts, social media posts and comments, find a way to say ‘thank you’. This simple response boosts your reputation a little bit more, by proving you care about what your customers have to say.
  • Bring people into the fold. If a review is absolutely glowing, ask the reviewer for their permission to use it on your site and in your marketing. Independent reviews show prospective customers how satisfied your previous customers are.
  • Reward those who write fantastic reviews. Of course, you probably cannot do this for everyone, so just choose the outstanding ones. A great idea is to offer them another product of your choosing that you believe they would enjoy. You already know these individuals tend to review items they use, so as well as rewarding them for their loyalty to your company, you may get a reward too, in the shape of another positive review.

Step Four: Handle Negative Reviews & Remarks

This is one of the most challenging parts of running a business – so many people dislike it. It is rough, when you get a bad review or some bad press – it always hurts. Begin by accepting the fact it is going to happen, despite your strongest efforts to please everyone. You can’t change the fact that you will receive bad reviews and press, but you can change the way you handle them. Handling these reviews in a professional, effective manner decreases the chance they will severely affect your business.

Bad Reviews

The first and most important thing to remember is to stay calm. Avoid doing anything at all right away. Acting in anger will only bring you problems, so do whatever you need to do to calm down. Take a walk, play with the dog, or go home and sleep on it. Accept that you feel bad, and most importantly of all, avoid becoming defensive. Even if are unable to reel in those emotions entirely, ensure you are not acting defensive when you handle negative reviews. The minute you become defensive you look like the one who is in the wrong.

Now you have control of your emotions, step back and look at the review with a critical eye. Try to put yourself in their shoes for a moment. Is there some truth behind their negative review? How would you feel if what happened to them, happened to you? Although there is always that small chance of someone just wanting to make trouble, the vast majority of negative reviews are well founded. Once you have decided if the negative review is relevant (and it probably is), you then need to think about how you could solve the reviewer’s issue. Even if you think the language is unfair, or the problem is being overblown, focus on the issue, not the way it is presented.


Don’t respond yet – just think about it for a few moments.

Now come up with the best solution you can find for this issue – a good way to do that is to be empathetic and think what would satisfy you if you were in their situation. Be generous – any cost involved in fixing the problem is almost certainly peanuts compared to what a lingering bad review can cost you. Often there is just one best solution, but sometimes it is best to empower the reviewer by asking them if they have any suggestions on how they want to correct the situation.

When you have decided how to resolve the reviewer’s issue with your company, take the time to sit down and construct a well thought out response. Do not be rude, defensive, or ignorant. Be kind, polite, and courteous instead. It may be hard, but bite your tongue. Tell the reviewer you are sorry they had such a bad experience with your company, and let them know you are willing to make it right if at all possible.

Responding in this way boosts your company’s overall reputation, instead of allowing the negative review to hurt it. Once again, it comes back to showing the public you care about the thoughts and opinions of your customers. In other words, you value them, rather than yourself. Even if someone sees the bad review, they will see your response as well, and make their own judgement.

Bad Press and Damage Control

Bad press can happen in articles, television, radio or on news channels. It can be a lot harder to fix than a negative online review. It depends on how bad the press is, and how far it has spread before you learned about it. No matter how bad it is, or how far it has spread, your approach to damage control should always be the same. The difference will be in the severity of the effect it has on your company. The further it spreads, and the worse the press is, the harder it will be for you to control it.just as with bad reviews, the most important thing is to stay calm, and never become defensive. Instead of being defensive, fight facts with facts. If the bad press is indeed unwarranted, prove it. Just make sure you have rock solid proof before saying or doing anything, because if you do not, you could end up looking like a fool.

Here are some useful tips for damage control:

  • Do your best to avoid bad press in the first place. While this is not always possible, maintaining a high level of professionalism in everything you do helps a lot. Make sure you and your company are above reproach. Stress this to your employees as well, who are also a part of what builds the reputation of your company.
  • Never argue with someone publicly, including online. You only end up looking childish. Instead, you need to stay calm and rational when speaking to someone about the negative press you or your company has received. Maintain a professional image despite the drama going on and the storm around you.
  • When responding online, stay polite. Don’t yell in capital letters, use swear words, or more than the occasional exclamation mark. Do not respond defensively, or with any bad manners at all. The golden rule: If you would not say it to your own mother, don’t say it to anyone else.
  • Let your critics discredit themselves. Your refusal to get angry and fight with them will be frustrating, and they will eventually start to act more but think less. No one wants to listen to someone who is simply rude, angry, or violent. Don’t let them drag you down to their level- just let them be the ones who look silly.
  • Continue operating to your best ability. Often the best long-term strategy to bad press is to continue simply operating at an optimal level. Allow the public to see you are a truly exceptional company and they will forget all about whatever was said about you.
  • No response might be the right one.If there is no good response you can make (and this means a polite one) then silence could be your best bet. Silence is okay when it is necessary, as long as it doesn’t look like you are running away. It depends on the exact circumstances.
  • Make amends. In the end, it is always best to do whatever it takes to make things right with anyone you have harmed, and forgive those who have harmed you. Forgive, forget, and move on.

Step Five: Rebuild and Defend Your Reputation

If you have suffered damage to your personal reputation, or that of your company, there are active steps you can take to repair that damage, especially online. It may not be enough to just deal with bad reviews or press, because once something is out in the virtual world, it is hard to get rid of. The main problem is search engines and social media, so you need to be active and take control of these things, to rebuild the damage that has been done, and defend yourself against future attacks.

Own Your Search Engine Results

The first page of results from a search for your company is as far as most people go. 92% of traffic is generated from that vital first page, and 33% of traffic comes from the top entry.

If negative reviews and press for your company appear anywhere on that page, that is bad news for you. A direct value of supporting positive reviews with ‘likes’ and up-votes is that they will move up the ranking and bury the bad ones at the bottom, where most people will never see them.

Make owning your SERP (Search Engine Results Page) a priority, and control it from top to bottom. For reputation management, owning your SERP means that you push negative material off the first page, so that it no longer prominent and able to harm you.

The way to do this is through SEO (Search Engine Optimization). Search engines like Google constantly tweak their algorithms and effectively change the rules, so you need to keep up to date with the current best practices for SEO. For those not familiar with it, the essence of SEO is using the right words in your content, in the right places, and using the main words that people, searching for what you offer, are likely to use. However it is more complex than just that, and ‘key word stuffing’ – putting the words you think will work all through your content – is a guaranteed way to fail.


Own your Social Media profiles

Claim your brand name on all the major social media sites and actively use them. This prevents your brand name being taken over; it enhances your online presence; and it gives you more places on your SERP. The most important places to be to raise you up on search engine results are: Facebook, Twitter, Google+, YouTube, LinkedIn, and Pinteres. As well, link all of your social profiles to each other.

Build Your Blog

Having an active blog will also get you positive exposure. Try to have a domain that includes your brand name. Write positive information about your company and your products and services, as well as professional pieces on industry trends, news and topics related to your niche. Blogs attract more traffic than websites, so as well as showing on your SERP, you are building your reputation and your brand, and generating leads as well.

Use Videos

Videos usually get a high ranking on search engines, so develop short videos about your products or services, or relevant general interest videos, and post them on YouTube.

Be Active in your Public Relations

Simply putting out ‘company news’ that never gets picked up is not going to develop or repair your reputation. Instead, be creative and look for opportunities to build a positive public image and some good press, to counter the bad stuff. If you are collaborating with another company, turn it into a story. If people are doing something interesting with your products, talk about that. If a charity or ‘good cause’ is using your products or services, that always makes a great story. If they aren’t, find one you can donate your services to. Sponsor events that give back to your community – their press can become your good press too.

8 Tips for Success

To have the most effective reputation management possible, utilize the following tips for success:

  1. Always be above reproach. This not only includes your professional life, but your personal one as well.
  2. Always be calm when responding to negatives. Responding when you are angry will just create worse trouble, and things said or written can never be taken back
  3. Handle the positive as well as the negative. A simple ‘thank you’ can go a long way.
  4. Stay optimistic. Reputation management takes time and patience, so never become discouraged. There is only so much you can do, but do it as well as you can.
  5. Always ask for a correction. Often, the writer did not realize the information was incorrect about your company prior to you letting them know it was.
  6. Use domains with your company name in them. This helps you to look more professional, as well as raising your profile in search engines. This is a good way to help build your reputation, and any costs involved are well worth it.
  7. Use multiple channels. You need the combined help of your website, blog, and two or more social media channels to be effective in building and maintaining your reputation. Use things offline as much as possible too. Seminars, billboards, commercials, events, posters, and pamphlets are all effective reputation-building tools.
  8. Deal with complaints. If an individual has a complaint, fix the issue if at all possible. The sooner you fix it, and do it in the best and most empathetic way possible, the better it will be for your company’s reputation.

6 Things to Avoid

You want your reputation management to be as effective as possible, so avoid the following at all costs:

  1. Never get into arguments because of bad reviews or bad press, whether online or offline.
  2. Never be defensive or aggressive. Stay calm and professional, accept the criticism and deal with it. The best thing to do with your pride is swallow it.
  3. Never expect miracles. Most things can be worked out to your advantage, but there are always things that cannot be.
  4. Never assume a customer is lying. It is easy to just deny something negative written about you or your company. The reality is that usually that complaint is well founded.
  5. Never lie or stretch the truth. This will drastically lower your credibility and trustworthiness.
  6. Never hold grudges. Once a situation is settled, it is time to forgive, forget, and move on.

Getting Professional Assistance

Reputation management can be complex and time consuming, especially when a disaster strikes. With professional assistance, you will receive higher quality work with a smaller margin for errors. You should also encounter less stress in your life because you know that everything is being done correctly.

Here are some professionals that you can hire to help you manage your reputation:

SEO Specialist

If you are having problems using SEO to push down bad search results, you might benefit from the services of a specialist, who will help you design your web site and your content to maximize your results. Finding the right key words, and where to put them, is especially important if you need to rise about bad reviews and poor press.

Reputation Manager

There are specialized consultants out there who can help you with your reputation. Of course, you are most likely to turn to them after disaster strikes, but some proactive guidance might help you avoid getting into trouble in the first place.


As the owner of a business, your time is probably already filled with a thousand things you need to do. Hiring someone to manage your reputation makes sense. They can do all the tracking and monitor your SERP, as well as do proactive PR and handle any bad reviews or press. A manager will take it less personally than you might, and you can be sure they will always be professional. Allow your manager to handle all of the day-to-day stuff so that you only have to deal with the big stuff – when it happens.

When Will I See Results?

With reputation management, results are a tricky thing. It isn’t so much about how long before you see results, but whether or not you are continually seeing them. Building a reputation may take a considerable amount of time. Within one to three months, however, you should notice you have built a good foundation for further growth. Building a solid reputation can sometimes take a year or longer.
Handling your reputation is like a constant game of chess. The idea is to keep the reputation your company has built, and so your company itself, afloat. By continually monitoring for errors, and by handling positive and negative reviews and press, you can keep your reputation thriving.

How To Measure Success

Compared to some other areas of marketing, success in reputation management is easy to assess. Just ask yourself the following questions to determine if you are handling your company’s reputation effectively.

  • Are you constantly monitoring for errors? When you find them, are you contacting the author in order to have them corrected? Does the author fix them? If the answers are yes, you can assume you are successful in this portion of your reputation management. This is great, because correcting errors can make a huge difference. If the answer is no, you need to become better at finding and fixing errors.
  • Are you responding to positive reviews and press about your company? Yes? Great – a simple ‘thank you’ goes a long way. No? You need to remember to thank people for their loyalty to your company. Positive reviews and press are very strong forms of loyalty that deserve to be rewarded.
  • Are you handling negative reviews and press in an effective, positive, and professional manner? Remember you cannot change the fact that you get negative reviews and press, but you can handle them in a way that shows the public the naysayers were wrong. If you have failed to handle these items in the proper manner, you need to take a step back and fix this major issue before it brings your company down.
  • Are you receiving more good feedback than bad? If the answer is yes, then you are doing well. If the answer is no, look for ways to improve your company and better please your customers.
  • Are your social networks, blog, and website receiving a constant or growing amount of traffic and engagement? If people are still following you or liking your social pages, they want to know what is going on with your company. This is a good thing. If your numbers are dropping, you are probably not doing a very good job at handling your reputation.
  • Are your sales staying constant or growing? Plummeting sales means your reputation management cannot possibly be going well. Steady or increasing sales means you are doing a good job.


In this section of the course, we covered the following topics:

  • What is Reputation Management?
  • Why is Reputation Management important?
  • Five Steps to Reputation Management
    • Build your reputation – it’s your company’s biggest asset
    • Fix errors – easy but important
    • Handle positive reviews & remarks – support those who support you
    • Handle negative reviews & remarks – they can be overcome
    • Rebuild and defend your reputation – get back on your feet
  • 8 tips for success
  • 6 things to avoid
  • Getting professional assistance – why professional help pays for itself
  • When will I see results?
  • How to measure success


Reputation management is a vital part of every business. It allows you a level of control over what the public sees and thinks about your company. Proper reputation management helps keep your company afloat, and slowly but steadily rise above your competition. Improper handling of the inevitable problems that arise in business can have dire consequences. Your sales can plummet or your company can fail completely. Using the steps and tips given here, you can properly manage your company’s reputation and greatly improve