In the past few years, the online world has changed. It seems everyone is suddenly on social media sites like Facebook, Twitter, and MySpace, and anyone who can string words together--and a few who can't--seem to have glommed onto blogs, spouting opinions into the cyberworld with abandon. Prospective students, parents, and alumni not only read what's being written about colleges and universities, but they also often form opinions solely based on what they find in a Google search, even when that information isn't completely steeped in fact. Through companies like Anvil Media or on their own with dedicated staff, more and more institutions are monitoring what's being written about them online. Institutions have two routes to bolstering their online reputations: a proactive one in which advancement professionals post press releases, blogs, and Facebook entries of their own; and a reactive one in which school officials respond to other people's posts and try to correct misconceptions. It sounds simple, but many communications and marketing offices are finding that managing an online reputation can be a rocky trail to navigate. In this article, the author discusses how to manage and protect the institution's online image.