"It all began in realspace, on a subway train in South Korea. A young woman’s small dog pooped in the train. Other passengers asked her to clean it up, but she told them to mind their own business. That’s when it moved over to cyberspace and became even uglier."
These are the opening lines from the book, The Future of Reputation, written by George Washington University Law School Professor Daniel Solove. The book may be downloaded without charge. He also edits one of the top legal blogs on the web, Concurring Opinions. (listen to a Yale University Press podcast interview with the author)
If you ever doubted the need before, after reading parts of Solove's book you will understand that you need to learn how to manage your online reputation (personal or business). Do you have Google RSS feeds which monitor your name? (the same in the blogosphere or Twitter?). An intelligent company uses the web to learn when customers are angry (or happy). A few additional RSS feeds which use the words <insert your company name + sucks> or similar phrases could save your firm big problems.
While, I can't teach you how to monitor these key areas, here at least is a start (prior blog posts involving both search and RSS):