Only a few days into the new year and we already have a contender for video of the year. I am in fact talking about the Tom Cruise video of indoctrination that's flying around the Internet at the moment. When old Tommy-boy did a jig on Oprah's couch we all had our suspicions, but his latest rantings have taken things to a whole new level.

Now that you've had a look at the interview, take a minute to relax and settle all those stomach cramps from laughing (and possibly crying) in amused disbelief. But we are not here to discuss celebrity gossip – as amusing as it is.

What I want to discuss is the effect this interview is going to have on the public's already divided views on Scientology and more specifically, how important it is that all online mentions surrounding this be managed or monitored.

These days it is so important for organisations and, in particular, businesses to be aware of what is being said about them online and where appropriate, respond. It is very possible for a business to turn a mistake into a positive and productive PR campaign. I'm not saying that making mistakes is good or to be encouraged, but it is inevitable and if

by the right people, good can come of these hiccups.

One of the biggest errors would be for a company to deny or ignore these mistakes. This only implies that they are completely oblivious to them or they do not care very much about the satisfaction of their customers. What should you do? Well you would do well to take a look at Rob’s 10 Rules to Recover from an Online Brand Attack or Andy Beal's Five Steps for Recovering from an Online Reputation Crisis.

Once you've read them you'll notice that the most important thing is to admit your mistake and address it from the top. Customers are highly empowered these days and can no longer be ignored, but they also want to hear from someone who counts. Yes company figure-heads, your reputation is associated to, and reflects on that of your business!

Of course Online Reputation Management (ORM) is not limited to crisis management, but can also be used as a tool to increase and improve online brand awareness or to monitor online presence and reputation against that of competitors. I believe this may very well be the year that ORM starts to play the role it deserves. Similar to the voice of consumers, ORM can no longer be ignored.