Can a trucking company afford not to carefully cultivate an online presence? No, not any more than any other business can today. There’s a notion that only trendy and “cool” enterprises are well-positioned to exploit the public relations and marketing opportunities offered by powerful online tools. It’s certainly not the case. While shipping freight may not be glamorous, it’s an industry that’s vital to the economy at large. Building an online reputation is also critical to creating a positive image for the company as well as making and maintaining contact with customers.