If you spend a lot of time on the Internet, and especially if you participate rather than simply lurk or research - especially if you are on blog sites or social networking groups - you need to think about the image of you that's on the web.
Have you done a Google search lately to see where you appear on the web, and what people are saying about you? If you'd like to set up a regular notice of where your name appears, click this link to get it going. If you have a name that is common, or one that sounds like a country like mine does, you'll receive some alerts that don't belong to you. But you will be able to start to see the breadth of your online presence.
If you subscribe to alerts you can also see what issues you need to address - there are multitudes of product complaint sites out there where detractors ventilate about what your customers hate about your products. Of course no company is mistake-free, but you can make positive ground by being good at addressing and recovering from customer complaints - if you know what they are.
As for your personal reputation - be intentional about your contributions on social networking sites. Think before you type. If you try to sell in situations where it's supposed to be about fun interaction you'll gain the rep of being a huckster. If you talk too much about the extent of your last alcohol consumption you'll create an archive of information about you the partier - not the greatest record for a prospective employer to see. And if you pontificate about your hallowed knowledge on everything from small engine repair to metaphysics, eyes and ears will tire of you pretty quickly such that the good stuff you have to contribute to the conversation won't poke through the noise.