Another newer tool for monitoring and combating negative online buzz is called StepRep, notes Brandon Fishman, president of interactive marketing agency Internet Marketing Inc. An online reputation management tool, StepRep is designed not only to monitor your results but also to enable you to combat criticism from one central location. StepRep also monitors social platforms like Twitter and Facebook for negative chatter. After all, while many companies are turning to social networks to promote their products and services, this strategy opens them up to a lot of potential criticism.
"Oftentimes, by the time you become aware of negative press, the damage has already been done," Fishman says. "The longer you allow any negative press to anchor itself into a search result for your brand name, the more difficult it will be to move down the road. StepRep allows 100 percent real-time monitoring so you can quickly react and respond to any negative buzz associating your business."