Are you familiar with “Klout?” Do you have Klout? According to Klout’s website (http://klout.com/kscore), “The Klout Score is the measurement of your overall online influence. The scores range from 1 to 100 with higher scores representing a wider and stronger sphere of influence. Klout uses over 35 variables on Facebook and Twitter to measure True Reach, Amplification Probability, and Network Score.” They go on to explain what each of those measures mean:
“True Reach is the size of your engaged audience and is based on those of your followers and friends who actively listen and react to your messages. Amplification Score is the likelihood that your messages will generate actions (retweets, @messages, likes and comments) and is on a scale of 1 to 100. Network score indicates how influential your engage audience is and is also on a scale from 1 to 100. The Klout score is highly correlated to clicks, comments and retweets.”
So, you might have 1,000 followers on Twitter, but if only 100 of them are engaged, then you only get credit for 100 engaged followers. The more people retweet and comment on your tweets, and the more influential the followers, the higher your Klout score.
If you got to http://klout.com, you can access the measures that make up your Klout score. To be honest, even with that information Klout is still somewhat of a mystery to me. As an example, here’s what my Klout report looks like:
Does Klout matter? From a business and marketing perspective, online interaction is not about compiling followers, it is about building influence. Numbers don’t mean a thing if you’re not actively engaging people with your social marketing activities. Klout helps us keep that in perspective, and prevents us from being fooled by our sheer number of followers/fans. From that perspective, Klout is a helpful measure. Remember, social media marketing is more about quality than quantity!
Post by Dan Dunlop, Brand Expeditions