Social media and other online presences have become an integral part of everyday life. It is therefore important for business to be aware of their online reputation. Even in traditionally more “conservative” industries like banking, monitoring brand reputation is key. A recent example the importance of watching your online reputation closely is BNP Paribas. The France-based bank was fined a record sum of almost 9 billion US-Dollars by the United States for secretly conducting transactions with Cuba, Iran and Sudan between 2002 and 2009. We will take a closer look at the banking giant’s reputation on the Internet during the crisis.