Online Education in the Age of Social Media Influencers: Applying Net Promoter Scores to Asynchronous Online Delivery

Abstract

Online students are mobile and networked and expect quality online classes. Dissatisfied online students’ educational choices are not limited to institutions with their geographical region. The ability of students to disseminate information about dissatisfactory educational experiences to potential student enrollees has increased with the growth of social media. Organizations wishing to use online enrollment as a growth mechanism or offset physical enrollment decreases need tools to understand their perceived market value and quality. A frequently used tool for consumer satisfaction, the Net Promoter Score (NPS), has rarely been applied to academia. This article highlights the application of NPS to online asynchronous education and its value beyond the traditional measures commonly used in higher education.