Online reviews are influential, and growing more important to younger, tech-savvy buyers. Positive reviews bring in more business and grow sales, but a few sour reports from competitors or disgruntled customers can spoil a professional reputation that’s taken years to build. According to one estimate, a single negative review can cost you 30 customers, so it’s more important than ever to actively manage your online reputation. Start by monitoring your reviews, with a tool such as Google Alerts, then learn how to respond to criticism in a way that doesn’t make the situation worse. There also are ways of actively attracting good reviews, and good reviews mean a fatter bottom line.