The construction of a brand has immense costs in advertising and marketing and a complex process of creating advertising campaigns and communication in media of all kinds. In this context, the Internet and the new platforms for social participation have given new and modern tools to the Internet for opinion, information, and communication.
The increase and importance of this type of space have turned the Internet into a platform for freedom of expression without competition or limitations, and this has meant a great advance for all. However, its use is not always adequate or, at least, it can often not coincide with the personal or business interests of the people involved in information appearing on the network.
Opinions are a very powerful weapon for business promotion when they are positive, but nefarious when they are negative. In this second case, it is necessary to remedy as soon as possible to counteract the negative information in order to disappear from the network or, in any case, not occupy relevant positions in the search engines in order to mitigate their adverse effects.