No matter whether you have brick and mortar locations or whether you are strictly an online merchant, your business depends on its Internet profile to generate leads and sales. Product and site reviews and social media comments are critical to your success. With that in mind, you'll need to become acutely aware of what people are saying about you online. While you can't control what is said, you can take action to mitigate damages caused by bad reviews or comments, managing your reputation in the process.