If you want proof that business communication has changed forever, just type your company's name into a search engine like Google or Yahoo and behold its online reputation. The results are frequently jarring because instead of finding brand messages carefully crafted by those on your payroll, most executives find a mishmash of content created by those who aren't--new influencers who are using New Media technologies to share their thoughts about your products and services. If you want to learn how to monitor and manage your online reputation, if...

If you want proof that business communication has changed forever, just type your company's name into a search engine like Google or Yahoo and behold its online reputation. The results are frequently jarring because instead of finding brand messages carefully crafted by those on your payroll, most executives find a mishmash of content created by those who aren't--new influencers who are using New Media technologies to share their thoughts about your products and services. If you want to learn how to monitor and manage your online reputation, if...