Airline Industry Reputation Report conducted by RepRelations.com. Based on our study, the airline industry as a whole appears not to have embraced online reputation management, including proper use of YouTube and social media. Most airlines we researched appear to have an incomplete strategy at best. There is a significant opportunity for airlines to contract with an online reputation management firm to begin to take control of how the company is presented by Google, Yahoo, and MSN. The cost of ignoring online reputation management, while difficult to measure in dollars, is significantly greater than putting a strategy in place.