Many businesses are focusing on Internet advertising as a way to maximize exposure while minimizing marketing cost. According to the business information website eMarketer, the online advertising market was expected to grow 20 percent by the end of 2011, with spending exceeding $31 billion.

While the Internet provides new avenues to promote the good things about your business, consumers also have an increased ability to speak up about companies they do not like.

"The Internet has forced businesses to be mindful about how they are perceived in cyberspace," said Carrie A. Hurt, president and CEO of Better Business Bureau (BBB) serving Central, Coastal and Southwest Texas and the Permian Basin. "Business owners need to make sure to take the right steps toward responsibly promoting their products and services."

Monitor your reputation online

Take the time to find out what people are saying about you on the Internet. Set up Google Alerts to receive a notification via email anytime your business, product or industry is mentioned online.

Include keywords such as:

Also consider monitoring the following on a regular basis:

Join the conversation

Conversations are happening online about your business, with or without you. You might as well participate, and do so in a way that addresses the interests and needs of your customers by providing them with information and interactions that further support your brand.

Take the time to develop relationships online, and respond to questions and comments made about your business or product. Engaging customers directly through social media and other online tools can humanize your brand and improve your image.

Remember that anything you write can be seen by the world. When responding to negative comments made about your business, remain calm and professional to avoid a negative perception in the minds of potential customers.

BBB's mission is to be the leader in advancing marketplace trust. BBB accomplishes this mission by creating a community of trustworthy businesses, setting standards for marketplace trust, encouraging and supporting best practices, celebrating marketplace role models and denouncing substandard marketplace behavior. For more information, please contact Kristi Pena, regional PR manager for BBB, at 210-828-8752.