The online reputation is a full part of the companies’ strategy. Internet is used to highlight their products and their advertising campaigns. Internet increases brands’ communication and visibility. However, Internet is a social network on which comments are difficult to control.

Some companies are sometimes denigrated on the Internet. The comment may come from dissatisfied consumers or competitors. Some publications on social networks or forums only intend to harm. It could affect a company for the long-term since the comments remain on the Internet for years.