ICMediaDirect takes their proactive method for reputation management to the state-of-the-art utensils and methods available today. Building up a firm’s image and resiliency are at the core of its online management philosophy. Kent Campbell, in his piece “How Natural Reputation and Context Affects Online Reputation Strategy,” underscores how essential it is for all brands to watch and manage image. “What others say about your business on social media and review sites,” he endures, “can affect your bottom line no matter how many customers you serve.” A Nielsen survey he cited explained “that 68 percent of respondents indicated that they trust customer reviews that they read on line.”