Reputation management, also known as directory management, is the process of tracking an entity's actions and other entities' opinions about those actions; reporting on those actions and opinions; and reacting to that report creating a feedback loop. All entities involved are generally people, but that need not always be the case. The tracking and reporting may range from word-of-mouth to statistical analysis of thousands of data points. Reputation management has come into wide use with the advent of widespread computing. However, these systems only facilitate and automate the process of determining trustworthiness. This process is central to all kinds of human interaction, including interpersonal relationships, international diplomacy, stock markets, communication through marketing and public relations.