The importance of online reputation management is often overlooked by companies trying to establish a strong Internet presence to build trust among consumers. Local business directories make it simple for customers to review their personal experience with a brand, meaning corporations must remain aware of how their enterprise is observed by potential customers. According to the reputation professionals at ICMediaDirect, “what people say about your company has become the most significant reflection of your reliability and services. In essence, you are what people find about you online.” Companies must evaluate customer reviews and then adequately address any negative feedback. 70 percent of buyers say they are affected by online disapproval from others prior to making their own purchase, and any criticism might deter them from selecting the services offered by a that company. There are many ways available to handle negative reviews, and ICMediaDirect outlines the best approaches for responding quickly to rectify any issues offline.