The PhD thesis of Edy Portmann on online reputation management deals with monitoring and influencing the online record of a person, an organization, or a product. The Social Web offers increasingly simple ways to publish and disseminate personal or opinionated information, which can rapidly have a disastrous influence on some of the entities’ online reputation. The author focuses on the Social Web and its integration with the Semantic Web for semiautomated tracking of online reputations using imprecise natural language terms. The structure of natural language supports human communication and world perception, with fuzziness being a promising tool for converting these perceptions into computer artifacts. Fuzzy grassroots ontologies make the Social Semantic Web more natural and can streamline online reputation management.