This chapter examines the relationship between online reputation management (ORM) and user-generated content (UGC), highlighting the strategic importance of the latter for businesses. ORM involves monitoring, directing and protecting brand perception in the digital environment, where social media and online reviews play a pivotal role. UGC significantly impacts consumers' brand perception, purchasing decisions, and loyalty: positive content increases trust and engagement, while negative content can lead to reputation crises. The chapter explains how negative feedback can be addressed within a crisis management framework, emphasizing the importance of swift and empathetic responses through case studies. It also illustrates how UGC can be used in brand creation processes, such as co-creation, community development and improving social media performance. Ultimately, it emphasizes that businesses must view UGC as both an opportunity and a risk, managing it strategically.