We all know how precious reputations are and how easily a good reputation can turn bad. But for start-ups and organisations which are yet to establish their name and brand, losing trust before it has been built can have terminal effects.

When you are starting a company, reputation management may not be high on your list of priorities, but monitoring what people are saying about you and how you are perceived is easier than ever given the significance and searchability of social media.

Setting up your organisation online is only the first step. Monitoring and engaging with the digital community is essential and can make or break a business opportunity.

Taking advice on how to appeal to the target audience, establish a strong brand and build a reputation that can stand up to scrutiny can help. Avoiding the potential for criticism will also help.