We live in a new and ever-more-transparent world. Nearly anyone can snap a photo or post a video and "tag" us or talk about us on their personal social networks whether we like it or not. Worse yet, anyone can post rumors, snide comments and fake reviews online, anytime - including competitors. And the longer negative material is on the Internet, the more damage it does.

Financial services professionals employed by mutual fund and ETF companies must be aware of the opportunities and potential pitfalls. Now that anyone can be a critic or a fan online, all employees should be expected to help the company guard its brand and cautioned to protect their personal reputations on the Internet as well.

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