It only takes one disgruntled employee, misanthrope, or unsatisfied customer to drag down a business’ entire online reputation. Search engines are quite susceptible to the complaints of customers, which often show up under RipoffReport.com or similar sites. Corporate reputation management exists to help companies publicize themselves positively.
http://www.invesp.com/blog/sales-marketing/common-reputation-management-issues-and-how-to-address-them.html