More and more companies are realizing the importance of Internet reputation management. It is quite easy for anyone from anywhere in the world to write anything about a great company. It is not necessary that a negative comment always states the fact or tells exactly the way the problem was handled by the company. However, if this negative comment gets a higher ranking in the search engine results for the company name keyword then it can be very damaging for the reputation of the company. Search engines are basically software programs and incapable of differentiating between positive and negative, and between true and false claims.
On the Internet, it does not take much effort or money to deride a company, a person or an organization. The negative comment can be posted easily on a free blog or webpage. Some people may really like that comment and start circulating it further on their own. It is human nature to run down a wealthier person or company at the first instance. This can be very damaging to the reputation of the entity. It is simply not possible to stop everyone from posting negative remarks. The only thing an Internet user needs to discredit a company is to present the information in such a way that it seems convincing.