Law360, New York ( January 28, 2013, 2:23 PM EST) -- Something is trending and not just on Twitter: the increased frequency and severity of online reputational damage. Rapid implementation of and reliance on new technologies (mobile applications, facial recognition software) and the proliferation of Internet posts and platforms have boosted the chances that brand-hurting content inadvertently or deliberately will be disseminated globally. This is due partly to heightened attention from law enforcement agencies, partly to consumers increasingly peeking behind the electronic curtain but mostly to the sheer volume and variety of data that is now created, collected, shared and analyzed. The chance of a crippling reputational hit is akin to the odds of any single roulette ball on a single wheel dropping onto double zero: It's still 1 in 38. But now there are millions of wheels spinning, and your brand's ball is in play on all of them. The chance that one will land on double zero approaches certainty....