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According to an Entrepreneur article, reputation matters. Let’s be honest. When customers go online looking for products and services they seek two things. First, they want to know who offers what they need. Then, there’s the matter of reputation. According to the Edelman Trust Barometer report, published in 2017, 64% of users trust what they find in search engine results when researching businesses online. What’s more curious though is that 59% of users tend to believe search engines more than human editors. The wrinkle is that nearly half of all adults have found negative information about themselves online. For entrepreneurs, the stakes of “losing their face” online can lead to disastrous consequences. CEOs and other executives have lost positions or had to do significant damage control due to poor behavior, misunderstandings, and a lack of appropriate PR strategy during a crisis. One such example is the former CEO of Uber, Travis Kalanick. He had to step down from his position under intense pressure from shareholders due to allegations of sexual harassment, controversial dealings with law enforcement, and Kalanick’s reputation for combative and aggressive behavior. Read more:  https://www.entrepreneur.com/article/313537