The importance of reputation management is frequently overlooked by companies that try to establish a strong Internet presence which builds trust among their consumers. Online business directories make it easy for customers to share their personal experience with a brand, meaning corporations should remain aware of how their company is being observed by potential clientele. According to the online reputation professionals at ICMediaDirect, “what people say about your company has become the most significant reflection of your reliability and services. In essence, you are what people find about you online.” It is crucially important for companies to monitor customer reviews and sufficiently address any negative feedback. 70 percent of buyers admit to having their opinions affected by online disapproval from others before making their own purchase, and any criticism might deter them from selecting the products or service offered by a specific company. With many available options for handling negative reviews, ICMediaDirect documents the best approach of responding quickly and rectifying any issues offline.