Hello ! I'm Joseph from Newsody ( News aggregator webssite ) http://www.newsody.com.
To Monitor your brand online, you have to use the "Online tools" able to give you several statticstics linked to your business. You have also to uild up a strategy ( business plan ) on which you will have to see the distribution channels ( internet > via mail ? • Website? • Newsletters?) and adopt a graphic colour codes which they will b used mostly to represent the company ( logos etc.) .
The best way to deal with negative reviews is to ask the clients and promise that you will work on the problems . By this way, people will see that you are caring about the image of your company and working on the client's satisfaction.
I am doing this by my own, i am an international business developer and graphic designer, i am using google analytics to monitor the activities of the website ( newsody ) to understand the behaviour of the users.
i hope that i gave you a sparkle of the answer you were looking for !
Good luck !