Sparkling Net Promoter social media sentiment tool breaks new ground

Satmetrix says its solution marries methodology and approach of Net Promoter with social media sentiment classification and rigorous analytics technology to measure online conversations in a meaningful business context for the first time

The software company says it will change the way businesses measure and use social media with the first-ever Net Promoter social media measurement solution, Satmetrix SparkScore. The solution applies the same Net Promoter methodology of recommendation behaviour, which identifies Detractors, Passives and Promoters of a brand, to social media sentiment.

With SparkScore, Satmetrix says businesses will be able to measure the fluid and unstructured comments and opinions made about their brands online using Net Promoter, the widely-embraced customer loyalty metric and business practice that drives profitable growth.
“In the absence of an effective way of making business sense of social media content, businesses have been limited to simply counting tweets, likes, follows or other vendor-specific score methodologies that don’t have the proven linkage to growth,” said Richard Owen, chief executive officer, Satmetrix.

“SparkScore, our breakthrough social media Net Promoter Score, will change the game. Companies will be able to understand the sentiment of what is being said about their brands online, connect it to measurable business results and bring it to the board room.”
In the upcoming weeks and months Satmetrix will be releasing a series of SparkScore solutions. The first, free edition, which is scheduled to launch towards the end of this month, will measure the SparkScore of major brands across industries. Using a rigorous and reliable sentiment engine from Satmetrix development partner Metavana, SparkScore will analyse comments made about brands across social media sites (Facebook, Twitter and more), as well as reviews, discussion sites and applicable private customer forums, and assign a SparkScore to each brand. Companies will be able to access their overall SparkScore and compare it to their industry’s benchmark and best and worst scores on a daily basis.

“Social media is a growing priority within businesses, but our research demonstrates many lack a solid strategy and means to understand if their efforts are achieving business results,” said Bruce Temkin, managing partner of the Temkin Group. “Applying the NPS discipline into a social media environment full of rich customer feedback is right for the times.”

Following this first release, Satmetrix will be embedding its SparkScore solutions into its Net Promoter in the Cloud software applications to enable companies to generate more powerful social media insights and drive action across their organisations to increase business results.
“Our future SparkScore-based solutions will create a single means of managing an integrated, 360-degree view of the customer experience that leverages social media sentiment and solicited customer feedback to increase brand loyalty, reduce customer churn and mobilise promoters,” added Owen.

For more information about SparkScore and other offerings from Satmetrix, visit www.satmetrix.com.

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