“Nowadays，professional reputation is tied to online，”says Don Sorenson，CEO and founder of online reputation management firm Big Blue Robot.“And you can hardly imagine what people can write about you.I always talk about practicing how to manage your reputation.If you wait until you're in trouble，it's just too late.”

　　Owen Tripp，co­founder of the Redwood City，Calif­based_Reputation.com worked with one financial advisor whose client made an angry tweet about his investments not doing as well as the market，making the post instantly discoverable.The financial advisor was worried it would damage his reputation.

　　Maribeth Kuzmerski，founder of the Grayslake，Ill­based RedZone Marketing recalls one president of a big corporation whose own family member posed as a client，attacking his professional reputation until the negative content found its way into his top ten search results.Only after working hard to post positive comments and press releases about upcoming events were those negative posts be pushed back down.

　　People who believe reputation control is just for celebrities are kidding themselves.And those who believe they can avoid the problem by simply refusing to create their own online presence are in the dark.

　　“You have to decide how you want to be perceived when someone searches your name，”says Sorenson，“whether you are a potential employer，or a client，or a student.When you're looking at reputation management from a search engine viewpoint，it's primarily played on Google.And most people don't go past page one.”

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