Creating an image on the web is one of the key tasks today, both for individuals and companies. The Internet has become a place where we do many everyday activities, and our online image is of great importance. It is important not only what we publish, but also what others say about us. A good reputation of a company on the Internet is, on the one hand, an increased chance of success and acquiring new customers, and on the other - a tool for building a solid and positive brand.