Your online reputation consists of not only the things that you've posted online about your business, but also what others have said about it. In a world where social media site use is widespread, consumers often use these to share feedback and information, both positive and negative, about businesses that they've dealt with. 

Also, sites where people can rate and leave comments or complaints about companies that they've done business with are gaining in popularity. Many online business directories also have a feature where users can leave a rating and comment about a business whose services they've used.