To prevent you in advance from headache, here some tips you should save:

- to follow (very easy) your online reputation sign up for google alerts http://www.google.com/alerts ... yes Google as usual ...
- Google trends can be also usefull to explore your audience and monitor your competitors: http://www.google.com/trends
- then, some SEO Basics to know, install the SeoQuake Toolbar on your Firefox browser so you can analyze your pages, your follow/nofollow
- ask yourself many questions about what you are talking about/writing, if it's clear and easy : your online communication depends on it !

I won't resume here Will Critchlow's presentation, just check it out then I invite you to have a good conversation.