Protecting your online reputation is crucial in an era when conducting searches for information is a routine part of a buyer's research, Jasmine Sandler writes. Use tools such as Sysmosys, Social Mention and Topsy to discover your online reputation, and work on building a positive online brand for your company and your top executives by supporting your message on social media. "You need to monitor these things on a daily basis if you want to make sure you can take action on any potential threats or negative comments to your online brand," Sandler writes.