Rep­u­ta­tion mat­ters.  Many mar­keters and brand man­agers are prob­a­bly won­der­ing how best to lever­age social media to gauge rep­u­ta­tion.  Until now, sen­ti­ment scores and cherry picked men­tions (or as we call them, ‘ver­ba­tims’) from sen­ti­ment reports have served this func­tion for most.  This method, though, has two prob­lems: 1) the lack of accu­racy in sen­ti­ment engines, and 2) the need for some math involved—a numer­a­tor and denom­i­na­tor or a ‘this’ vs. ‘that’ ratio would pro­vide such a mea­sur­able, track­able score.

Enter the Net Pro­moter Score (NPS).   The NPS is sim­ply the [num­ber of Pro­mot­ers your brand has, minus the num­ber of Detrac­tors, all over the total Num­ber].   The total num­ber is the num­ber of indi­vid­u­als inter­viewed and asked one ques­tion: “Would you rec­om­mend our business/service/brand?”  You may be won­der­ing, “So what if we want real-time results and don’t have the time and resources to inter­view peo­ple about our brand?”  The cre­ator of the NPS had the same thought and ear­lier this year started work­ing on a solu­tion.   Adobe cus­tomers, though, need not wait—we can mea­sure their brand’s rep­u­ta­tion right now.

Last month we cre­ated a proxy for NPS that works on top of Adobe Social­An­a­lyt­ics.  If you are an Adobe Social­An­a­lyt­ics cus­tomer, we can add a set* of bal­anced pro­moter and detrac­tor terms to go along with your brand.  Along with the terms, we can add brand– or industry-specific terms pro­vid­ing fur­ther gran­u­lar­ity.  Also, we can dupli­cate these terms for your competitor(s), which you can track, giv­ing your­self a base­line ‘rep­u­ta­tion share’.  One key dif­fer­ence between this method and that of the NPS is the sys­tem of scor­ing.  With the NPS you will get a score (e.g. 48); with this method you will get a ratio (e.g. 14.6 to 1).  The ben­e­fit of the ratio is its mean­ing­ful­ness not only as a com­par­i­son to oth­ers, but also on its own.  Know­ing how many pro­mot­ing ver­ba­tims you have to detract­ing ones is valu­able. Addi­tion­ally, you can take fur­ther action on those by adding another level of classification—those ver­ba­tims that are describ­ing a ser­vice vs. those that are pre­scrib­ing one.

Below is a sam­ple test after let­ting the sys­tem run for eight days.  Brand A on the left vs. Brand B on the right—note the large differences.

I rec­om­mend you try it.  If you already have Social­An­a­lyt­ics, it’s free! You just need to account for a slight uptick in the vol­ume of men­tions.  Know­ing what peo­ple say about your brand when they are not being inter­viewed is impor­tant; sci­en­tif­i­cally mea­sur­ing brand rec­om­men­da­tions and track­ing them over time is what you can do to take it one step further.

For Brand A above, I would take the results seri­ously.  I rec­om­mend dig­ging into the ver­ba­tims (the con­tent) and clas­si­fy­ing the types of detrac­tions.  As men­tioned, we have descrip­tions vs. pre­scrip­tions built in; adding lev­els of action­able clas­si­fi­ca­tions within Social­An­a­lyt­ics is part of the power of the tool.   Per­haps you, as a brand man­ager, would want to see all the, say, detrac­tions related to customer-employee inter­ac­tions.  You can split those out.   Fur­ther, let’s say your orga­ni­za­tion decides it would like to address all of these com­plaints directly.  We can help you craft a dia­log grid that takes into con­sid­er­a­tion not only the tax­on­omy of the com­plaint, but also the par­tic­u­lar tone within the net­work where it appears.  In short: There are ways to raise your ratio, it is impor­tant to do so, and we can help.

* The set of terms is cur­rently at 74.  Given the capa­bil­i­ties of Social­An­a­lyt­ics, you could track your and your top ten com­peti­tors’ rep­u­ta­tions.  Track­ing them your­self ensures par­ity and a clean data set from which to take action.