Online space is notorious for the ability to rapidly create or destroy a brand. The Internet's overwhelming power and reach make it almost impossible for an organization to monitor all its web activities in order to ensure its reputation remains intact. Communities have made it easier than ever for individuals to influence a brand's credibility.

Any negative comments from unhappy customers can quickly spiral out of control; thankfully, hiring reputation experts can nip any problems in the bud. ORM (or Corporate Reputation Management) involves managing perceptions about a business or person on the internet, social media, and search engine results pages. These services may be referred to as Brand Reputation Management if the subject is a brand rather than an organization.