Online Reputation Management
When it comes to online reputation, it could be either ways, you could have a positive as well as negative reputation. While positive reputation always leads to better brand building as a person / products / services but negative reputation can also harms an image or even destroy the brand completely.
For instance you plan to buy a particular brand of TV and for general information sake you are carrying out a search on the product and you would like to know what the internet buzz is about it and what the others have to say, you generally end up on a forum or a blog or a random information sharing site, where registered people have entered their reviews about how the product has been useful or has been a pain for them. If there are too many negative reviews, your decision about buying the product may change or at least you would give it a second thought. These negative reviews need not be genuine, probably even posted by your competitors, but affects your brand in a genuine way.