Just as in the offline world, the degree to which a message gets through is as much a function of who is saying it as the message itself.  In the social world, when a company is trying to counter a negative message -- it's effectiveness as a defender is somewhat limited. That's where your promoters come in -- their credibility as a voice in your favor can be unmatched online.

Not A Linear Strategy
The strategy goes beyond simply asking them to come to your rescue when things go wrong in social media. To leverage the strength of the your promoters, you need to build a model that engages them online. Giving them a voice even when you don't need them to save your skin.  When the trouble starts, they're already there.

Detractors Have A Powerful New Platform
In the end, the empowerment of consumers (customers) on social media platforms can represent a significant challenge for companies.  Highly motivated detractors represent a critical challenge in maintaining a positive marketing messaging across all platforms.  That brings to light the criticality of the balance of promoters and detractors to a socially visible business -- and more specifically makes NPS a key metric for thriving in a social media driven marketing environment.

Both sides of the NPS coin become even more important
Minimizing detractors: The voice of detractors is even louder on social media -- where their audiences are ready and waiting and provide more fuel for their fire.  Prevention is the ultimate antedate -- with NPS providing the centralized motivation for all parts of your company to minimize the detractor base

Leveraging promoters: No company can completely eliminate its detractors and the only credible counterfoil in a social media environment are your promoters

Leveraging the laser focus of NPS
Using the NPS system as a central tool in a company's feedback systems, takes the fight for social media image to the next level.  NPS is unbeatable for its laser focus on the loudest voices in your customer base. Social media gives both those voices a platform and NPS helps move the ratio in the right direction
Until social media became a business phenomenon, the appeal of NPS depended upon the corporate culture and business characteristics each company.  Now its focus on promoters and detractors puts it in precise alignment with social media challenges.