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As companies realize the importance of keeping up their e-reputations, a new business is growing up to help them. "It used to be that if you were a small company, you'd have to list on Yellow Pages," said Animesh (who goes by one name), an assistant professor of information systems at McGill's Desautels Faculty of Management. "Now, you can buy these ad words on Google, and it has a huge reach." He said most people looking for restaurants and businesses tend to start their searches in a search engine like Google, so directory companies must find a way to add value to their searches. Joel said the shift toward online reputation management ultimately will make consumers more powerful, as companies are now working harder to respond to perceived problems reported online.

The Gazette

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