Today’s newspaper may be tomorrow’s fish and chip wrapping, but the internet will never go away.

That’s the caution from Bullet PR’s online PR director Thom James, who's observed much e-carnage over the past wee while.

While all things Web 2.0 are great for small businesses and building brand awareness, online reputation management should go hand-in-hand.

“Social media is a two-way conversation,” Mr James said. “These sites have democratised the online world. It’s all in the users’ hands now.”

Mr James is an advocate of companies using social networking sites and setting up their own blogs as a way to expand a business’ online footprint. “It’s a case of making your brand accessible.”

Facebook has essentially replaced email for many internet users, for example. And in light of that, astute use of social media channels can significantly increase your online visibility and invite interaction with the consumer.

But beware the internet junkie who doesn’t take a pinch of caution salt as they leap into the online world.

Heard of Margaret McHugh? Perhaps the name doesn’t seem immediately familiar, but chances are you know who she is. She’s the “chocolate strawberry lady” who last year caused the demise of her own business when a rude email she sent was rapidly circulated and made headlines in the mainstream media.

Ms McHugh was the subject of much ridicule and abuse and was eventually forced to shut up shop and move to Picton.

“The wildfire nature of the online world means it’s very difficult to control,” Mr James said. “And the internet is a permanent online searchable archive.”

He cites the PR disaster Mercury Energy faced last year (an Auckland woman on an oxygen machine died after her power supply was cut) as another example – search that company’s name and the negative discussions still appear.

“A legacy of negative commentary can long impact on your brand.”

Bullet PR is the local frontrunner in the arena of online reputation management. The firm monitors online discussions about clients, competitors, industry news and key topics.

“You can pick up on negative commentary and react appropriately,” said Mr James of the advantages of ORM.

Mr James recommends businesses build blogs to communicate with staff and outsiders, respond to criticism and invite comment. That can even lead to ad revenue if it finds popularity with the masses.

But beware the lazy blogger. It’s a marathon, not a sprint, and frequency of posting is critical, Mr James said.

“I would recommend at least one blog post a week. Otherwise readers forget you’re there.”

Blogging is particularly suited to small businesses for building brand awareness and getting publicity without it costing the earth.

“Cost is a big advantage,” Mr James said. “You have the potential to make a small brand big online.”

Last year Bullet PR helped life insurance firm Pinnacle Life make headlines after an assertive blog post about commission charges got picked up by the mainstream media. It garnered coverage on Stuff, NZ Herald online and a UK website.

Making life insurance sexy is indeed a challenge most would run from.

“We worked with them over a six-month period last year to get the blog underway and ensure they were on the right track, and it didn’t take them long to get into the swing of it,” Mr James said. It’s a good example of how they’ve been able to take a seemingly bland product or topic and have a bit of fun with it.”