Chapter 3:Policies and Tools for Businesses

Online reputation risks are often multiplied for businesses, as companies need to look far beyond how search results impact one person’s name. Businesses need to protect their company names, their brands, and their products from many online threats. Negative online reviews can hurt sales, social media missteps can open up a company to costly litigation, and reputational risks may even lurk beneath the surface of the web.

Online and offline reputation are quickly merging. Today, traditional word-of-mouth advertising is amplified by online channels, and customer service often begins with an online interaction through a public social media channel.

Whether companies like it or not, customers have learned ...

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