One of my roles is to beat the drum and promote the value of online and offline reputation management.
It's easy to do, as I really believe that anyone with an internet presence needs to take what they say or what's said (or written) about them very seriously.
It's become standard practice when looking for a job or forming a business relationship that you will be checked out on the internet.
If you've been 'good', operating 'under the radar' or just fortunate, you may get a clean bill of health.
If you've been 'bad' or just unfortunate, you may have pages and pages of hostile, distorted or highly inflammatory stuff written about you.
It can be a truly horrible experience for all but the strongest willed. Even they may buckle under the weight of a mountain of negativity - especially if - or when - it affects their family or colleagues.
With the online population set to grow to more than TWO BILLION by 2017, it's not too much of a stretch to imagine that the number of negative comments will increase.
Thoughts on customer service, communication and, of course, reputation management.