ICMediaDirect promotes a proactive approach in the field of reputation management by using a variety of state-of-the-art methods to streamline the process. Enhancing a brand’s image and building trust are at the core of its online management reputation strategy. An article by Kent Campbell that was titled “How Natural Reputation and Context Affects Online Reputation Strategy,” explains how essential it is for all businesses to monitor and control their online reputations. “What others say about your business on social media and review sites,” he notes, “can affect your bottom line no matter how many customers you serve.” He quoted a Nielsen survey that said “that 68 percent of respondents indicated that they trust customer reviews that they read on line.”