Companies spend months, sometimes years, building up decent reputations. However, all of that hard work and dedication can be virtually destroyed in a matter of hours by some blogger with an axe to grind. All he needs to do is put out some material on complaint boards and such and he can diminish your company’s reputation by making the search results reflect his complaints. Luckily, there are reputation management strategies that have been developed to put a stop to this.

http://www.marketingpilgrim.com/2006/03/online-reputation-monitoring-beginners.html