A recent study by the Pew Internet and American Life Project found that over sixty percent of online users aren’t worried about their online reputations. Even though everyone can and does google everything from product information to telephone numbers, no one seems to think that anyone will ever google them.

In an article on ChannelWeb, there is an amazing statistic. “If you took 100 random names and looked up search activity, you are going to have about 200 searches per name.” Business contacts, prospective employers, prospective boyfriends or girlfriends, and anyone with internet access can look up your name anytime they want. This increases, of course, if you are in a position of authority in any capacity. If you’re sure that your online reputation is spotless, do a quick search for your own name. It may surprise you to find blog, message board, or forum posts that criticize you. Again, this is far more likely if you are in the public eye in some way.

Most people do run searches on their own names, if just to see if they show up anywhere. But few monitor their online presence regularly. This can present one of two problems:

First, if you’re not looking at what is being written about you, you can be caught totally unaware by negative comments. If you’re in business, competitors may be posing as customers and writing malicious posts. If you teach, your students may be mocking you – or worse – online. These negative comments have a way of spreading, and the internet has unlimited range. It may seem hard to believe that you could be the target of bad online press, but it is possible. Any topic is up for discussion on the internet, and people will say whatever they think about you, even if it’s not true. This can extremely damaging to your career and your life.

Seventy percent of job recruiters use Google to check out job candidates. If the information that shows up in the results is negative or inaccurate, this could cost you career opportunities.

The second potential problem is, in fact, the opposite. If you don’t look at what’s being written online, it may surprise you that NOTHING is being written. This can be equally damaging to your career. You could be missing a huge chance to market yourself and get your name circulating.

As the internet continues to grow and dominate business, your online reputation is going to be even more important. Instead of having to maintain your reputation in your community or your state, you have to show a much wider audience. Because of fierce business competition, if there is any negative press, consumers will probably not trust you with their purchases. It’s so crucial to monitor your online reputation. If you need to update your content or do a little damage control, a reputation management firm is your best investment.