BuzzMetrics, a New York-based specialist in word-of-mouth marketing, is among the companies working to tame the internet by going after "determined detractors," which the New York Times defines as "persistent critics of a company or product that mount their own public relations offensive, often online." According to Paul Rand, managing director at Ketchum [3] Midwest in Chicago, "One determined detractor can do as much damage as 100,000 positive mentions can do good." Detractors, he said, can become "reputation terrorists" who have a personal interest in publicly criticizing a company. "These are the folks we have to track and stay on top of," he said. "To not do so can cost money."