Tess Alps, CEO of Thinkbox, highlighted three points, in her recent Media Week comments (pg 15, 4 Nov 2008) to take note of for monitoring your reputation online:

“the danger with all bogs and online forums is that those views are given more with than they merit.”
“it’s easy to find yourself responding to a theoretcially influential, but essentially atypical, vocal minority.”
“we, must put in at least as much effort to understand the views of the 99% of the population who don’t comment on blogs.”

Essentially she suggests that we all should get our offering right so there is no reason to have negative comments in the first place.