What is NPS (Net Promoter Score)? - Social Media Glossary

What is Net Promoter Score (NPS)?

Net Promoter Score is a customer loyalty and satisfaction measurement taken by asking customers one simple question: "On a scale of 0-10, how likely are you to recommend our product/service to a friend or colleague?" Based on their responses, customers are categorized as:

• Promoters (9-10): Loyal enthusiasts who will keep buying and refer others
• Passives (7-8): Satisfied but unenthusiastic customers vulnerable to competitors
• Detractors (0-6): Unhappy customers who can damage your brand through negative word-of-mouth

NPS formula: NPS = % of Promoters − % of Detractors

The NPS is calculated by subtracting the percentage of Detractors from the percentage of Promoters (ignoring Passives in the calculation).

NPS in Social Media

While NPS itself isn't a social media metric, it directly impacts social media performance in several ways:

• Promoters drive organic reach: Customers with high NPS scores are more likely to share positive experiences on social platforms
• Detractors create reputation management challenges: Low NPS often correlates with negative reviews and comments requiring response
• Social listening complements NPS data: Understanding why customers would or wouldn't recommend you
• Feedback Loop: Running NPS polls via Instagram Stories, LinkedIn, or X (Twitter) to gather real-time sentiment.

This metric is especially valuable in social media marketing, where word-of-mouth and community perception play a huge role in brand awareness, customer retention, and reputation. NPS insights can shape content strategy, tone of voice, and customer engagement efforts across platforms.

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