The web has made it possible for everyone from prospective customers to business partners to potential employees to see at the click of a mouse or the tap of a screen what companies have to offer. If upon first glance they see unhappy customers or poor reviews, there’s a very real potential of permanent damage to a business’s bottom line.

Companies’ online reputations reflect how the businesses conduct themselves and how they operate on a daily basis. Increasingly, customers are turning to the information they find online when deciding whether to engage with a brand.

To cultivate a healthy online presence, companies need to constantly demonstrate why people should come to them as industry leaders and trustworthy partners — both in daily cus...