Saturday, January 16, 2021

The clout of Klout

Laurence Benson explores the social media ranking website Klout

 

Unless you have a Twitter or Facebook addiction, the word Klout probably doesn’t mean very much to you. However, before you dash off to search “What is…?” and get hit with a barrage of bizarrely popular searches such as “What is twerking?”, help is at hand.

 

Klout launched in 2009 and offers social media users the answer to a question social media that many secretly wonder about. That question is: “Exactly how important am I?” Their algorithm avoids the use of ‘glory’ stats, such as number of followers or likes, and instead puts emphasis on data points, including follower count, list memberships, percentage of spam followers and the influence rating of the people you interact with. This allows Klout to evaluate your personal or business account and from that, assign you a score; an indicator of exactly how important your online presence is. Effectively, Klout calculates your online ‘clout’ and in my view, it does it well.

 

Klout measures an individual's online presence and influence
Klout measures an individual’s online presence and influence

The premise of the site is quality over quantity and in the years since it launched, it has certainly become more sophisticated. No longer simply a tool appealing to our sense of digital vanity, it has become the leading social media analytic service.

 

Klout’s laudable effort to quantify human social interaction, albeit online, is innovative. This begs the question: “Can they deliver on this promise?” For individuals, only time will tell, but for businesses, the importance of Klout is undeniable. It can reveal gaping flaws in the use of social media.

 

Many businesses view social media as a tool in which success is a numbers’ game. The more followers you have, the more successful you are.  Klout not only shows this is incorrect, but shows businesses the right way to evaluate influence. Thanks to Klout, companies can now know whether they are using social media well. They can learn whether, behind all of the ‘likes’ and the followers, their highly valued customers feel ‘engaged’.  This knowledge can be used to provide a direct platform to secure brand loyalty and increase repeat purchases.

 

However, the system isn’t perfect. It is possible for anyone to cheat Klout by saying overly controversial statements, sparking a viral reaction and raising their score, but serving no benefit to their business performance. And whilst it’s around since 2009, it’s only just beginning to show its power. With that in mind, businesses should be treating Klout with respectful suspicion. Right now, this site should be used as a gauge to determine whether you are successfully engaging your client base. Do not chase a high Klout score for the sake of a number: Achieve it with honesty, by optimising your interaction with your social network.

 

Laurence Benson is the founder of Lily & Benson, a creative consultancy specialising in web design, branding and online public relations. Follow him on Twitter @LaurenceBenson.

 

 

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    17 COMMENTS

    1. Intesting read. I have used similar sites before where it is based more as a popularity contest. This site could have real benefits to the business social media environment!

    2. In any online venture knowing the preferences / involvement of your consumer is incredibly rewarding. the web is consistently moving towards a personal approach to each customer and since the internet provides such a vast amount of potential customers the personal approach must be automated in some way. This tool is ideal for monitoring the involvement of guests and forming a strategy of customer segmentation by preferences and involvement which then allows your system to adapt that all important personal touch to your internet business. I currently do not have any experience with Klout, but I will be checking it out and comparing it to other existing solutions. In my opinion this product is definitely on the right track.

    3. Interesting article Laurence! Have read many articles of businesses/celebrities buying followers in bulk in order to appear more influential. Good to see a website that bypasses this and finds a way to meaningfully gauge online influence.

    4. Really good article on something a lot of people won’t be aware of. It always helps having new industry developments explained by the experts!

    5. I didn’t even know Klout existed before I read this article. What a powerful tool! Very well explained. I know a few friends who could really benefit from this. Thanks, Laurence!

    6. I have never heard of KLOUT before but after reading this article I tried this tool myself and must say it is very useful to spot your own social media activity! Never thought of that aspect. Vielen Dank!

    7. Good read. Definitely a good tool that businesses should use more often. It would certainly be very interesting to find out what “reality stars” Klout scores are at times when their shows are not aired.

    8. I haven’t come across this website but it will be interesting and informative to know more about my social networking interaction! Good article…

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