Net Promoter Question Sets Social Media Foundation
July 27, 2009 by Mary Ellen
“How likely is it that you would recommend [name of company, product, service] to a friend?
This, the net promoter question, offers an easy evaluation for social media. Fred Reichheld, author of “The Ultimate Question,” the book that started the net promoter movement, divides customers into promoters, detractors and passives. The calculator process he describes is based on a simple 0 through 10 score.
Promoters (score 9-10) are loyal enthusiasts who will keep buying and refer others, fueling growth.
Passives (score 7-8) are satisfied but unenthusiastic customers who are vulnerable to competitive offerings.
Detractors (score 0-6) are unhappy customers who can damage your brand and impede growth through negative word-of-mouth.
To calculate your company’s Net Promoter Score (NPS), take the percentage of customers who are Promoters and subtract the percentage who are Detractors
In Social Media Marketing: An Hour a Day, Dave Evans and Susan Bratton discuss the fundamental value the net promoter question. As they point out, the social web demands an active presence.
Social media is about influence. Your social efforts begin to pay dividends when your friends tell their friends, and so on.
Where a traditional campaign can be presented in terms of ‘millions reached,’ a social campaign is typically presented in terms of a ‘thousand influenced.’
It all comes back to the key question: “How likely is it that you would recommend [name of company, product, service] to a friend?
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