Reputation is basically the perception consumers have about a business. This reputation could be formed by many things, including customer experience, hearsay, online reviews, promotions and other general PR activities. Reputation is a big deal because it directly impacts on sales, and it has taken even more significance in the Web 2.0 age. Reason being that there are more interaction avenues now than ever before through which opinions could be formed, plus more and more consumers are now using the Internet to research a business’s reputation before making a purchase.