Businesses need to become more proactive about managing their reputation online as the risks of operating on the web are on the increase, according to research from Gartner.
Gartner predicts that by the end of 2010 criminals will routinely use the internet to extort funds from organizations, threatening to damage their corporate reputation by ensuring that routine online search requests will return negative or even libellous results.
"If your business depends on a positive internet reputation, then you have little choice than to explicitly manage that reputation online, "said Jay Heiser, research vice-president at Gartner.
"The internet is like a bad-news Petri dish. Negative information multiplies and spreads with frightening speed and becomes virtually impossible to erase."
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