Building defense against social contagion
Introduction
Brunswick has developed a new company measurement of social contagion to understand the potential public defense a company should expect when facing criticism, but also where it can develop a stronger reputation defense.
Net Defender Score (NDS) stands out from other current reputational measurements as NDS captures the social context of real-life interaction. It tells us not just how a company is perceived, but how likely people are to defend it when it comes under fire.
And here’s the reality: most companies are far more vulnerable than they think.
More precisely, a firm’s Net Defender Score is calculated by subtracting all potential criticizers from strong defenders. Our Net Defender Score research finds that the across 56 of America’s largest consumer-facing corporations is a score of a razor-thin +3. When focused on companies in the Fortune 50, NDS drops to an even tighter +1, meaning that Corporate America’s functional reputation rests on a knife’s edge.
Why this matters now
Net Defender Score is built for our digital and viral age. The rise of social media coupled with a sharp decline in corporate confidence since 2018 has led to increased scrutiny of company actions, operations, and the issues on which they speak out. NDS measures the degree to which an organization’s supporters will defend it against live criticism.
Our research shows that 68% of Americans have criticized a company to a friend, colleague, or family member in the past year. But 57% have also defended one. That 11-point gap is where reputations are won or lost.
The companies that succeed in this environment will be those that understand their reputational terrain – and act on it. NDS gives them the map.
Our key offers
NDS Delivers Actionable Data To:
- Identify your staunchest advocates: These are the people who will go to bat for you when it counts. Know them. Empower them. Celebrate them.
- Engage your soft supporters: These are the quiet allies who could become vocal defenders with the right engagement. Don’t overlook them.
- Mitigate your high-risk groups: These are the audiences most likely to criticize you. Understand their concerns. Address them authentically.
- Build your network of champions: Reputation is a team sport. The more defenders you have, the stronger your position.
Meet the team
