Is NPS a Good Measure of Social Media Investment? – SXSW Panel Recap

The attendees engaged in a healthy debate on this topic with the presenters.

Based on the way it was presented, the answer is “No”.

However, this does not mean we do not execute NPS surveys in social media. We just need to be clear on what the results mean.

The beauty (and difficulty) of NPS is that it encompasses a customer’s entire experience with your company over time from marketing to sales, service, product, delivery, and support. When you deliver an NPS survey over social media, you are getting a response based on this entire experience, not just the marketing/social media piece. This is only the channel of survey delivery. It may be an influencer of NPS, but not the only piece.

This becomes especially amplified when you survey over time when a customer may have moved down the sales funnel (if your social media efforts were doing their job) since the last survey and may have had multiple interactions outside social.

However, you do get interesting insights you can use when you deliver the NPS survey in social. It tells you something about the segment of customer you are serving through the channel.

For example, when you deliver the survey in social and see that you have a statistically lower NPS than your company overall, you know your social media channel appeals to a more dissatisfied group of customers. You can then target your content around turning them around, and perhaps use social to engage more of your customer support team, etc. It does not, however, mean that your social channel is not working, even if you see NPS declining.

There are just so many better ways of measuring the social channel in particular, if that is your goal. You can tie social behavior to revenue, especially in the online commerce space. You can measure the value of the content you deliver by how it is amplified, especially by your influencers. You can also execute surveys to your customers that ask about the channel in particular.

Rishi Dave

Rishi Dave

Executive Director at Dell
I am the Executive Director of Digital Marketing at Dell. In this role, I have global responsibility for implementing marketing, lead generation, and content strategies for Dell.com, social media, communities, and mobile, and I manage the digital support of Dell events for Dell’s B2B segments. I was named one of the 2012 & 2013 Top Digital Marketers by B2B Magazine.
Rishi Dave

@RishiPDave

Chief Marketing Officer at Dun & Bradstreet; http://t.co/auHGIr24l1; 2012 & 2013 Top Digital Marketer (B2B Magazine)
The Quick and Dirty on Data Visualization http://t.co/da3seOsSz6 @HarvardBiz - 2 hours ago

3 Comments on "Is NPS a Good Measure of Social Media Investment? – SXSW Panel Recap"

  1. mayerjoy says:

    Great post. Thanks for following up, and for giving me the long-distance thumbs up across the room yesterday!The thing I like most about what you said is the need to study specific indicators for specific strategies. NPS seems really useful as a brand sentiment tool, but not at all useful for measuring individual departments or efforts.I attended the panel yesterday hoping for suggestions on specific indicators for social media. I’m studying community engagement as it relates to journalism, and I’m hosting a workshop on measuring engagement. How do we attach specific indicators to lofty goals like connection with community and collaboration on agenda setting. I talk to traditional journalists about investing in community and in social media, and I’m on the hunt for data (qualitative will do, but quantitative would be awesome) about impact. Any suggestions you have would be so welcome!Great "meeting" you.

  2. mayerjoy says:

    I blogged today about that awesome #mitharvard session this morning, and why I’m totally over the idea of ROI for social media. Thoughts?http://rjiblog.org/2011/03/13/social-media-metrics-no-magic-answer-but-useful-tips/

  3. Rishi Dave says:

    Great blog @mayerjoy!

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