SERM And ORM Online Reputation

Reputation SERM and ORM Online: Legal Analysis and Management
 

Online Reputation Management (ORM) and Search Engine Reputation Management (SERM) are vital for building brand trust and enhancing customer experience. This article explores how to analyze feedback and reports.

1. Customer Review Analysis (Text Analytics)

Text analytics identifies key themes, emotions, and trends in reviews.

• Tools:

  • Google Natural Language API: Detects sentiment (positive, negative, neutral).

  • Brand24 or Awario: Monitors brand mentions on social media and forums.

  • Excel/Google Sheets: Manual categorization by topics (product quality, delivery, service).

• Ethical Practices:

  • Do not delete negative reviews — use them for improvement.

  • Avoid automated template responses. Personalize communication.

2. Professional Report Analysis (Premium Reports)

Premium reports provide insights into reputational risks and opportunities.

• Content:

  • Monthly/quarterly brand mention trends.

  • Top 3 customer issues (based on review tags).

  • Competitor comparison (NPS, Trustpilot ratings).

• Tools:

  • SEMrush Brand Monitoring: Tracks search engine rankings for brand queries.

  • ReviewTrackers: Generates data-visualized reports.

• Transparency: Use only legally collected data (user consent for personal info).

3. Negative Review Analysis (Improvement Tips)

Negative feedback is a goldmine for improvement.

• Steps:

  1. Categorization: Sort reviews into groups (logistics, quality, service).

  2. Root Cause Analysis: Identify recurring issues (e.g., slow delivery).

  3. Actions:

     • Train staff based on frequent complaints.

     • Implement chatbots for instant support.

4. Positive Review Analysis (Strengths Identification)

Positive reviews help amplify a brand’s USP.

• How to Leverage:

  • Marketing: Quote reviews in ads (with customer consent).

  • Service Enhancement: Highlight praised aspects (e.g., staff politeness).

• Tools:

  • Yotpo: Collects and displays reviews on websites.

  • Google My Business: Responding to reviews boosts local SEO.

Key SERM/ORM Rules

• Prohibited Tactics:

  • Buying fake reviews or hacking accounts to remove feedback.

  • Using customer data without consent (violates GDPR).

• Honesty: If a customer is mistaken, politely correct them without public arguments.