While about 10 years ago the only way for your customer to touch your reputation was to spread the word locally, web 2.0 offers a wide variety of possibilities to share their experience with your business worldwide in only moments.

And while the first phases of web 2.0 were not as tremendously dangerous because this phenomenon was rather limited to the web geeks, today millions of people share their ideas and thoughts, perceptions and experiences across a constantly growing amount of platforms.

An example of how you can benefit from negative customer experiences distributed on the web and how you can determine the current reputation of your company from the positive ones: