Whether you own a well-established small business or one that’s just taking off, people are talking about you … or should we say your brand? But, do you know what they’re saying? In an era where a single review can make or break a brand, it’s critical for small business owners to be in the driver’s seat when it comes to managing their brand’s online reputation. A virtual marketing assistant can serve as the eyes and ears a busy entrepreneur needs.
This blog will discuss how online reputation management (ORM) has evolved, what it is today, and why it matters. It’ll also discuss the roles both technology and humans can play in ORM, as well as the benefits of using a freelance virtual assistant to facilitate the process.
What is online reputation management and why is it important?
According to software solutions provider Weave, “Online reputation management is a combination of techniques and strategies that positively influence the online perception of your business. Some facets of online reputation management include social media, online community engagement, and the search results for your business.”
Why is online reputation management important?
In today’s increasingly complex digital world, people have an outrageously high number of places to share their opinions online. If one negative Google review, video on TikTok, or conversation on Reddit gets traction, that could paint a negative picture of your brand—and fast.
Proactively monitoring mentions of your brand and addressing negative reviews or customer issues quickly can help ensure your brand image doesn’t take a hit. A strong, well-managed brand image builds trust and credibility—key drivers for customer acquisition and loyalty. If you don’t pay attention or react too slowly (or get defensive when you do), that one comment or conversation could cause significant harm to your brand and your business results.
How has online reputation management evolved?
For one thing, it’s become more complex because when today’s consumers are making purchasing decisions, they view online reviews differently than they did in the past. According to research by BrightLocal, while 79% of consumers trusted online reviews as much as personal recommendations in 2013, that percentage dropped to 42% in 2025.
That being said, once consumers narrow down their options, they scrutinize the reviews posted for their top contenders. They also consider how businesses respond to negative reviews before making a decision.
Today’s consumers are also tapping into other resources when researching products and services, including local news sources and video content—both from product and service providers and people (like influencers) who share their opinions about them. Let’s not forget social media conversations and forums like Reddit, which are getting more love from search engines these days.
Business owners need to focus their ears and eyes on more online sources than ever before and stay on top of SEO strategy to optimize brand reputation management. A virtual marketing assistant with experience in ORM and SEO can take these tasks off of a busy small business owner’s desk. By taking control of your brand image and ORM, you don’t just protect your business, you actively increase brand awareness, foster trust, and attract new customers. A well-managed reputation sets your business apart, encourages positive word-of-mouth, and helps convert prospects into loyal clients.
ORM works best when you combine technology with human insight
When it comes to online reputation management, combining technology with the human touch of a virtual marketing assistant can help ensure both speed and authenticity. Whether you’re facing an online crisis or aiming to provide top-notch customer service, this dynamic duo is essential for ORM.
How technology can help with ORM
Automation is great for many reasons, and ORM software is no different. Depending on the capabilities of the software, it can track and alert you to mentions of your business online, generate automated responses where appropriate, and pull and organize reviews from multiple platforms. ORM platforms can also collect and organize data quickly, and provide insight on SEO.
Why humans need to be involved in ORM
When a crisis arises or a customer needs a problem resolved, human beings do a much better job at interpreting data and understanding the context of a situation. They are also more effective at personalizing solutions based on a customer’s unique needs, and can develop a multi-faceted strategy to cope with a crisis over the long term. Human oversight is also critical when ethical and legal considerations are concerned.
How small business owners can benefit from hiring a virtual marketing assistant for ORM
Small business owners are often stretched to capacity when it comes to handling day-to-day operations, so much so that issues like proactive brand management (ORM) is not prioritized. By staying on top of ORM for you, a responsive marketing and social media virtual assistant can help you raise brand awareness, nip PR problems in the bud, build trust, and attract new customers. They provide the personal touch ORM software can’t provide, which can build genuine relationships with customers and shape your marketing strategy over time.
Plus, a freelance virtual marketing assistant makes you and your business more agile. In addition to ORM expertise, an experienced VA can help keep an eye on all of the moving parts that impact your business, without the financial commitment of a full-time employee.
Curious about what other ways a freelance virtual assistant can support your business? Check out our 2025 Marketing Trends blog to learn how marketing and social media virtual assistants are helping small businesses grow.
At ResultsResourcing, our freelance marketing assistance pros can help you accelerate business growth and mind your brand, so you can focus on growing your brand. We’ve been connecting small business owners with freelance talent for over 10 years, and we’d love to be a resource for you. We’ll match you with a fully-vetted and qualified freelance marketing VA in 48 hours or less, after a free job consult. As always, we have no minimum commitments. Satisfaction guaranteed.
Want to learn how easy and cost-effective it is to hire a pre-vetted freelancer? Schedule a free talent consultation today!
