Whuffie is a general measurement of the overall reputation, and Whuffie is lost and gained according to one's favorable or unfavorable actions.
In the enterprise context, Whuffie is also an indicator of the Social Capital of an enterprise and how an enterprise gains a favorable advantage through the direct or indirect use of social connections. For our concern, we are looking at digital social connections (facebook, myspace, linkedin, blogs etc)
As enterprises move towards the social computing era and embrace social networks and Web 2.0 components (blogs, wikis, discussion forums, twitter etc), need for managing your relationship with the social computing environment is becoming a necessity.