Based on the way it was presented, the answer is “No”.

However, this does not mean we do not execute NPS surveys in social media. We just need to be clear on what the results mean.

The beauty (and difficulty) of NPS is that it encompasses a customer’s entire experience with your company over time from marketing to sales, service, product, delivery, and support. When you deliver an NPS survey over social media, you are getting a response based on this entire experience, not just the marketing/social media piece. This is only the channel of survey delivery. It may be an influencer of NPS, but not the only piece.

This becomes especially amplified when you survey over time when a customer may have moved down the sales funnel (if your social media efforts were doing their job) since the last survey and may have had multiple interactions outside social.

However, you do get interesting insights you can use when you deliver the NPS survey in social. It tells you something about the segment of customer you are serving through the channel.

For example, when you deliver the survey in social and see that you have a statistically lower NPS than your company overall, you know your social media channel appeals to a more dissatisfied group of customers. You can then target your content around turning them around, and perhaps use social to engage more of your customer support team, etc. It does not, however, mean that your social channel is not working, even if you see NPS declining.

There are just so many better ways of measuring the social channel in particular, if that is your goal. You can tie social behavior to revenue, especially in the online commerce space. You can measure the value of the content you deliver by how it is amplified, especially by your influencers. You can also execute surveys to your customers that ask about the channel in particular.