According to a study by Netpop Research, users of YouTube are more likely to recommend that site than users of Facebook, LinkedIn, Twitter, and other social media websites are likely to recommend those sites.
Using what is called the Net Promoter Score (NPS) to measure user satisfaction, Netpop Research found that YouTube is likely to be recommended by 50 percent of its users, followed by 36 percent of Facebook users, 33 percent of Groupon users, 30 percent of LinkedIn users, and only 11 percent of Twitter users.
NPS takes the percentage of customers who are Promoters and subtracts the percentage who are Detractors. Promoters (who score 9-10) are loyal enthusiasts who refer others, fueling growth, while Detractors (who score 0-6) are unhappy customers who can damage a brand and impede growth via negative word-of-mouth. Passives (who score 7-8) are satisfied but unenthusiastic customers who are vulnerable to competitive offerings.
The findings are from the Netpop Research survey conducted among 1,253 US broadband users age 13+, January 1-13, 2011.
Now, this doesn't mean that more people use YouTube than Facebook. According to Compete, Facebook.com had 127,510,914 unique visitors from the U.S. in January 2011, YouTube.com had 111,794,719, Twitter.com had 27,985,892, LinkedIn.com had 16,439,724, and Groupon.com had 14,704,182.
But YouTube combines a large audience with higher percentage of loyal enthusiasts who refer others, fueling growth.
How can marketers take advantage of this trend? Check out "Old Spice | Sent Vacation," which has been shared 12,213 times on Facebook, Twitter and blogs in last 30 days, according to the Viral Video Chart of Most Contagious Global Viral Ads.
Old Spice | Scent Vacation
Heck, even "Old Spice | Behind the Scenes" has been shared 1,804 times in last 30 days.
Old Spice | Behind the Scenes
That's right, even the making of a new commercial is getting shared. That's something worth thinking about.
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