411. 17. Online Reputation ManagementWhat’s inside: An introduction to Online Reputation Management andthe key terms and concepts you will need for this chapter. We look at how‘Dell Hell’ showed the influence a consumer can have on a brand and how itworks. We then explore listening to the conversation, tracking tools to do thisand when to respond. We also cover tips on how to maximise and evolve thebusiness and how to recover from an online brand attack. We then summarisethe key message before ending off with how it all fits together through thebigger picture and a case study