I’ve helped several brands with their online reputation management (ORM) during my digital marketing career. Owning your story often means creating content on your website that will potentially outrank any negative content that others may post online. What looks entirely innocuous for the casual website visitor is a targeted volley against negative content. Many negative reviews are the result of missed expectations. A great resource to help you get started in a proactive ORM program is Repped: 30 Days to a Better Online Reputation by Andy Beal.