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Article: What's your brand's social score? Razorfish, Ogilvy test model of business health based on Net Promoter.(Ogilvy Public Relations Worldwide)
- Article from:
- Advertising Age
- Article date:
- July 13, 2009
- Author:
CopyrightCOPYRIGHT 2009 Crain Communications, Inc. This material is published under license from the publisher through the Gale Group, Farmington Hills, Michigan. All inquiries regarding rights should be directed to the Gale Group. (Hide copyright information)
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Byline: ABBEY KLAASSEN
For many marketers, the Net Promoter Score has been an easy-to-understand, simple-to-measure metric of business health, used in everything from customer service to investor calls.
Now, some wonder, can it be replicated in social media?
There are a few who think they can create a similar score for social media, building upon the Net Promoter model, which asks one question: "How likely is it that you would recommend our company to a friend or colleague? (To get the score, subtract the "highly likelies, or promoters, from the "unlikelies, or detractors.)
Razorfish and Ogilvy PR are trying out new social-media ...