This document discusses the importance of online reputation management for businesses. It notes that 50% of consumers conduct most of their product research online and 70% trust other consumer opinions posted online. It emphasizes that prospects, competitors, customers are all online, including unhappy customers. It outlines the risks of a poor online reputation, including losing existing and attracting new customers. The document recommends businesses actively monitor online conversations, respond to both positive and negative comments respectfully, and create and distribute positive content regularly to manage their online reputation.