Donald Rumsfeld, a former US Secretary of State intelligently coined the phrases Known Known’s, Unknown Known’s, and Unknown un-Known’s. Discovering what people think and feel about your brand is to reach into the unknown un-known’s.
This is a spoof response which many took as real and does make the point that taking online reputation attacks head on is fraught.
Following my last submission on United Airlines as an example of the damage caused to an organisation's reputation by negative online submissions, YouTube again provides the basis for a credibility attack on a large corporate by an individual.