However, it is also important to mention that the negative reviews not only on the Internet but also in the mass media or on television news always seem more exciting than positive. For the operators, in turn, both the workload and the responsibility for content, the assessment portal as from manipulation by growing public relations agencies to protect (Fan, Lee & Park 2009, p.92). Given the millions of customers and thousands of brands are currently on review sites having a very small part of potential online reviews. The virtual culture of evaluation is preceded by a shiny boom.
The web image a firm providing goods and services at the international or even at the domestic level, should be through the Online Reputation Management (ORM) and crisis communications is required to be actively managed and monitored (Constantinides et al. 2010, p. 193). For technical specifications of the ORM include permanent media monitoring, evaluation and analysis of its own Internet reputation as well as classic search engine optimization (SEO) of firms’ own home page and associated pages (technical articles, community, Wikipedia, social bookmarking, etc.).
然而，它也提到的负面评论，不仅对互联网也在媒体或电视新闻总是比正面更激动人心的重要。反过来，这两个运营商，工作量和责任考核内容，门从操纵日益增长的公共关系机构保护（风扇，李公园2009，节）。给客户和品牌的数千数以百万计是目前具有潜在的在线评论网站中很小的一部分，综述。评价的虚拟文化是之前有一个闪亮的繁荣。
Web图像公司在国际或国内提供的货物和服务，应通过在线声誉管理（ORM）和危机沟通需要积极的管理和监控（Constantinides等人。2010，p. 193）。对ORM技术规范包括永久性媒体监测，其自己的网络声誉评价与分析以及经典的搜索引擎优化（SEO）公司自己的主页和相关的页面（技术文章，维基百科，社区，社会书签，等。）。
