If compared to human development, online marketing is still well in its teenage years—that critical stage where it’s still trying to make sense of its role in the world, so don’t expect there to be a lot of books about it just yet. What there are plenty of though, are lessons based on first-hand experience by businesses just like yours, especially when it comes to online reputation management.
Make Your Mark
Before you can manage your reputation, you should have one in the first place. Obvious as this may seem, many people and businesses fail to see its importance. Your brand should have a clear identity that you should embody through whatever content you write or put into your website and social media accounts.
Be in Control
After having a presence and distinct image, you then need to be in full control of it. Make sure that you have a main website and have the rest of your online social accounts (Facebook, Google Places, etc.) linked to it. Have a single, united theme in each different site so your customers can familiarize themselves with your online identity.
Apart from just Googling your company name to see what comes up, you should invest in monitoring portals like Google Alerts, Tweet Alarm, Social Mention, and the like. This way, you will be notified should your name appear in a blog post or forum discussion somewhere and if necessary, take steps to right what is wrong.