Specifically, reputation management involves the monitoring of the reputation of an individual or a brand on the internet, primarily focusing on the various social media platforms such as Facebook, Instagram, Youtube, etc. addressing content which is potentially damaging to it, and using customer feedback to try to solve problems before they damage the individual's or brand's reputation. A major part of reputation management involves suppressing negative search results, while highlighting positive ones. For businesses, reputation management usually involves an attempt to bridge the gap between how a company perceives itself and how others view it.