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There was a time when the Internet was a measly static brochure. Online commentaries were not taken seriously; companies who see the need of building their presence online purely use it as a platform to post about their basic products and services together with their contact information. Over the years though, things have radically changed, especially at the inflection point when social media arrived and dramatically changed the scene. High regard has been given to public reviews – be it positive or (and especially) negative.