The importance of online reputation is often overlooked by companies trying to establish a strong Internet presence and build trust among their clientele. Local business directories make it easy consumers to review a brand, and corporations should remain aware of the way that their enterprise is being observed by potential customers. According to 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 of vital importance for companies to evaluate customer reviews and sufficiently address any negative feedback. 70 percent of buyers admit to being swayed by online reviews before making their own purchase, and any criticism might dissuade them from selecting the products or service offered by a specific company. With many options available for the handling of negative reviews, ICMediaDirect outlines the top approach for responding quickly to fix any issues offline.