From Forbes, Online reputation management has long been a topic of conversation and concern for business owners but TripAdvisor’s latest study shows just how quickly we’ve reached the tipping point. The 2018 study (launched in partnership with Ipsos MORI) asked travel business owners and operators in the U.S. and around the globe about the key industry trends that are top of mind for them this year. Respondents made clear the outsized importance of maintaining a positive online footprint and digitally engaging with their current and potential customers. Of particular note, 97 percent said online reputation management is important to their business. The same was true of online reviews (98 percent) and social presence (92 percent). These trends are not unique to businesses in travel and hospitality. Buyers in all industries (including B2B customers) are using digital content and online search to make their purchasing decisions. Even startups seeking investment must worry about what investors find online. “What’s clear is that the overwhelming majority of owners and operators are concerned about their presence online and how they are using mobile and social platforms to attract the right consumers,” said Martin Verdon-Roe, vice president of business-to-business product of TripAdvisor, in the press release.