The online reputation of a business or person can have many threats. For example, a dissatisfied customer or a jealous competitor might post something bad about your business. An old personal story can start circulating the internet, tarnishing both your personal and professional image. These things can have a severe impact on your brand image and particularly on how customers perceive your business, which is why you need reputation risk management, which involves monitoring and responding to any potential threats to your business/personal reputation online in a timely fashion to save your business from any significant economic or professional damage.