Utter rubbish, online reputation is what people make of it. No matter what you do, someone some where will be critical of what you do.
If you are that sensitive to your "reputation and image" then simply do not buy in to this ORM by not having your company / business laundry being done online through social media.
Most company's that get critical comments will automatically delete those posts and or block or ban the person(s) posting such comments. These companies will already have some kind of management of their online reputation and smaller businesses will have someone charged with the duties of managing a social media account.
ORM is a lost cause as a business, big players already exist and despite adverse publicity, they continue to grow.
So IMHO this ORM as a business has no potential because most businesses either don't care or have their rears covered.