A business’ marketing strategy should have brand reputation management as an integral part of it due to the gigantic impact negative reviews have on prior marketing efforts. “Bad feedback shouldn’t be disregarded, as it can allow brands to discover more about their flaws and increase the quality of their everyday operations,” said a representative for ICMediaDirect. When would-be consumers go online to ascertain more about an organization or item, coming across bad reviews very often pushes them to a competitor. When no such reviews are searchable from authentic consumers, consumers tend to drop their transactions to avoid risks.