For years, digital marketers have juggled Excel spreadsheets, subscribed to various tools, and employed teams of interns, all in the pursuit of tracking online social mentions, audience engagement, and brand sentiment. While these metrics are great for measuring your brand’s social status, they can also be a bit vague and difficult to translate into actionable insights for your marketing team and your company as a whole.
How likely are you to recommend this BRAND to your friends, family, or colleagues?
The answer is your Net Promoter Score, a metric that measures the percentage of your community that is likely to spread the word about your brand. In the world of viral videos, ratings and reviews, EdgeRank, and linkbait, word of mouth marketing is absolutely critical nowadays for any brand to differentiate and create a lasting impression on their consumer base.
To get your Net Promoter Score, start by surveying your brand’s community using an 11 point scale, where people responding 9 or 10 (extremely likely to recommend) are your Promoters, 7 or 8 are your your Passives, and 0-6 (not likely to recommend) are your Detractors. Then, calculate your score by subtracting the percentage of respondents that are Detractors from the percentage of respondents that are Promoters. When performed on a consistent, ongoing basis, that score is one of the most valuable real-time metrics for measuring your brand’s strength in the online community.
Net Promoter Score can also be used more proactively by surveying small segments of your audience in order to predict outcomes on the full set. Some examples of this could be previewing brand content to ensure virality at launch, gauging the incentive strength of a contest or sweepstakes, and even testing the buzz around new or upcoming products.
The real key to unlocking the power behind your Net Promoter Score measurement efforts is in the details. Since a lot of NPS’s success is due to the raw, simplistic nature of the 1-question survey, the greater challenge is in following up with your respondents to discover the WHY behind their answers. The easiest group to approach is your Promoters because they already like your brand and they’ll tell you what’s working. Detractors will air their frustrations and let you know what about your brand needs fixing, which makes it easier to convert them into Promoters. Passives are the most complex group, as they typically don’t have large enough concerns to voice, making it difficult to know how to bump them up to Promoters.
4 Tips to Start Using Net Promoter Score Today
So enough about how awesome Net Promotor Score can be, here are a few tips to help you integrate it into your social media reporting right away:
- Keep your survey to one question to start – the more questions you ask, the less respondents you will get
- Set a consistent surveying schedule or protocol – a NPS is only as good as its most recent data
- Use TwtPoll, SurveyMonkey, or other polling software to survey your fans, followers, target audience, or customers
- Educate your bosses about why NPS is important – this is not only a marketing metric, it is also a business metric!
Sure, tracking Net Promoter Score gives you a nice shiny new metric to add to your social media reports, but the effects can be so much more profound. The Net Promoter Score’s true value comes when it’s integrated into the company from the C-suite to the ground floor, informing critical business decisions affecting customer service, product development, operations, marketing, and more.
So what do YOU think about Net Promoter Score? Love it? Hate it? Can’t wait to use it? If you have any thoughts, positive or negative, let me know!
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