By Dave Millhouser

We were sitting in the transportation office when the HAM called.

No mammal is more dangerous than a Hot Angry Mom. So, the boss listened quietly for what seemed like an hour, and then said: "Yes, maam, well fire that hot dog."

The hot dog was me, and the mom had gotten a call from her kid who sat in the seat behind the driver for hundreds of miles. He said Id never dropped below 80 the whole way.

He was right, but on old GMs the air gauge and speedometer were side-by-side and the same size. The bus had never dropped below 80 PSI.

Tragically for our industry, the boss fibbed and I wasnt fired.

In Ye Olden Days it was pretty easy to keep track of what folks were saying about your company. They called or wrote, letting you know how they thought you were doing.

Those methods required a bit of effort and lacked anonymity, so often comments were useful. Most operators have a wall covered with nice letters (and personnel files full of nasty ones).

The digital age has added an important new dimension to customer comments that we all need to consider because the implications can be dramatic.

For a good time, go to www.yelp.com and search for well-known bus companies. This, along with many other sites and blogs, offers the opportunity for folks to express their opinions about all sorts of services -- often anonymously.

For an edgy time, do some searches for your own company. A note of caution: it can be scary.

Some writers on the internet are a bit crazed when they think they have a Harry Potter Invisibility Cloak, and we live in times where too many feel they must somehow "make a difference."

What to do?

Since this is a new phenomenon, were all learning as we go, but Ive stolen a few ideas that might help.

First, keep your eye on things. Some internet search engines offer automated searches that send you an email when a specified topic is mentioned. Stick in your company name. Check up on your competitors, too. Its tempting to assign this to an employee, but this may be something you want to do yourself.

When ugly stuff turns up dont overreact. The fruitcakes usually look like nuts, and the public "gets it."

Conversely, your web persona can be a real help, or hindrance, to business. A pattern of false information about you can hurt.

If a significant incident happens while stuff is floating out there, it can make things exponentially worse. In cases like that, you may want to be proactive, responding thoughtfully, or encouraging loyal clients to do so.

Another arena that bears watching is employee behavior. With all sorts of social networking sites out there, its important that the people who work for you understand that their appearance on these sites reflects on both you, and them.

Companies should consider formulating a policy for digital behavior. The law is evolving here, but you probably dont want a driver using speedingtowardsdeath@arg.net as an email address.

Just as you dont want a uniformed driver drinking a beer in public, even when off duty, its safe to say you dont want any of your employees seen in ways that make your company look bad or frivolous.

Its important to understand that, once published, this stuff is out there forever, reflecting on either your company or your employees. Things that may seem silly at the time could bite you in the event you have a real problem in the future. Electrons are forever.

If you are inaccurately portrayed, its akin to identity theft, and customers, journalists and lawyers who dont know you, may assume the picture is accurate, and use it to form judgments.

My nephew will never be president. Nick is a bearded 220-pound hockey player with great grades, great values and a terrific work ethic. There is this ONE photo of him on Facebook, wearing a satin gown, singing into a microphone.

That picture is out there forever.

Dave Millhouser is a bus industry marketing consultant and freelance writer. Contact him at his new email address: Davemillhouser@gmail.com.