Character is who you are, Reputation is whom other people think you are. Reputation Management is important in influence how and what people think about your brand when they view it in the digital space. With the right Reputation management, your business can increase their sales, and marketing. Reputation Management is essential to your companies survival (ie.. think Enron). Reputation Management helps you manage the negative comments that people may hear about your business. A research has shown that 87% of customers will return or reverse a purchase after viewing negative content / comment about your brand or product online.