It used to be that the worst that could happen to a business was that an employee appeared in Playboy and that would tarnish their fine reputation.
Are you out of touch? I wrote a simple check list here.
These days it can be much, much worse. From a recent email from the Customer Collective:
Managing Your Reputation
April 16, 2009
When two of its employees posted a video of themselves online preparing a pizza in the most disgusting way imaginable, more than a million people rushed to see it this week and Domino's Pizza suddenly found itself with a business-threatening crisis on its hands. TCC blogger Augie Ray believes that Domino's still has a chance to turn a diaster into a big-time marketing opportunity . Augie offers some great advice on what the company should do next. The Domino's caper demonstrates that corporate adoption of social media brings the additional responsibility of tracking and managing company and product reputation online. This means not only staffing a team to generate buzz and conversations but also to follow comments on Twitter and blogs to help insure brand image and ROI don't take a hit from unforeseen forces. 
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