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Increase of a company's awareness online may not be simply good, negative publicity would be a potential threat. Search Engine Optimization (SEO) can help companies to manage their reputation.

People commenting a product or a business online becomes increasingly popular. It is impossible for companies to control what is being posted online. Misaligned contents cannot be removed or destroyed. The most ethical and correct solution should be creating new contents in order to push the old ones down the searches.

It is also suggested that companies should better exploit social networking channels like Blog and Facebook for proliferating their reputation.