A Klout Score for Brands? Net Promoter Creator Adapts to Social Media


Net Promoter, a mainstay of marketing measurement, is being adapted to the social media age with a Klout-like rating system based on the ratio of pro and con opinions on Twitter and Facebook.

Its new product called SparkScore was announced Thursday by Satmetrix, the company that created Net Promoter. Like Net Promoter, SparkScore will rate companies on a -100-to-100 scale and average detractors, promoters and passives. However, the methodology will be different.

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Net Promoter is based on a simple question: "Would you recommend this product to a friend?" It assigns a rating of "100" to someone who says "yes" and a "-100" to those who answer no. SparkScore's findings are based on interpreting comments in social media, on blogs and in customer reviews from Amazon, among others.

Determining sentiment from such comments is much trickier than the straightforward Net Promoter score. However, Satmetrix is working with Metavana, which will provide a "rigorous and reliable sentiment engine" on which to analyze sentiment, according to a press release from Satmetrix.

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Laura Brooks, vice president of research and innovation at Satmetrix, says that Metavana will read words like "excellent" and "superior" and put them in the "promoter" category. However, the algorithm is sophisticated enough to pick up on sarcasm and disqualifying words like "not" that are used in conjunction with other descriptors.

Though company agrees that Klout is a close analog, the difference is that while Klout measures social media reach and influence via social media for individuals, the SparkScore will track sentiment for brands. Satmetrix will have plenty on that front, though. Text-mining firms like Lexalytics, Clarabridge and Visible Technologies have been providing the same service for years. YouGov also tracks online sentiment for brands with daily online polling and also ranks its findings on a -100-to-100 scale. However, the imprimatur of Net Promoter may give Satmetrix a leg up over its competitors.

What do you think? Can online sentiment be tracked accurately? Sound off in the comments.

Image courtesy of iStockphoto, OrangeDukeProductions

This story originally published on Mashable here.

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