Very good point, but I think a holistic approach to online reputation management should also include learning from customers comments, and improving value of your product or service, based on this learning. That will bring dramatic improvement in their reputation, online and offline, as the Tom’s story above describes online research for brick and mortar stores purchases as well. As comfortable it is to follow traditional departmental practices of functional separation, it is very ineffective in the efforts to manage your brands in Economy 2.0 environment . Product Marketing, Customer Marketing Communications and PR have to work together.