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Social Media Marketing: An Hour a Day, Second Edition by Dave Evans

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Chapter 7

Week 4: Influence and Measurement

If you could ask your customer just one question—and your business depended on the answer—wouldn’t you want to ask that question? The Net Promoter Score®, developed by Fred Reichheld, is based on one simple question: “How likely are you to recommend [brand, company, product, service]?” It’s a fundamentally important metric and central to the successful implementation of social media. If your own customers—armed with Twitter and a smartphone—would not recommend you … well, you can see the problem.

This chapter starts with an in-depth look at the Net Promoter Score. It continues and covers existing metrics, some of which you are probably already collecting, and then it shows how these metrics can be ...

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