Early on in our Digital Marketing class, we had a lengthy discussion about the power of influencers and about how some people are more influential than others. We talked about how this can manifest itself in the world of social media, and about how brands can greatly increase their power in the market by getting highly influential people to sing their praises. It left me wondering how, exactly, can a brand or a business identify these influential people?
Klout.com seems poised to be the (or at least an) answer. Klout.com is a website which measures a person's influence in Social Media by using an algorithm which accounts for hundreds of different indicators including how many times a person's content is retweeted, commented on, shared, liked etc. It then generates an overall score indicating just how influential a person is in the digital realm (Klout.com, N.D.).
Currently, Klout is trying very hard to make their product as useful to marketers as possible. A recent article from CNN's "Money" division details Klout.com's efforts to provide useful information to marketers. Klout recently debuted their analytics dashboard to be used by companies. The following is an excerpt from the article detailing Klout's analytics dashboard...
From the sound of it, companies using information provided by Klout.com will be able refine their social media strategy and tactics to maximize their influence through the influence of others. It will also allow companies to gain valuable consumer behavior information regarding discussions about their brand(s)
According to an analysis of Technorati Media's 2013 Digital Influence Report, just 6% of a typical companies social media marketing budget gets spent on targeting through online influencers and their blogs (Proffitt, 2013). Perhaps, with the information provided by Klout.com, marketers will feel more comfortable with allocating resources towards marketing through these avenues.
Klout.com (N.D.) How it Works. Retrieved March 25, 2013 from http://klout.com/how-it-works.
Magdalinden, J.P. (March 20, 2013) Klout Launches Business Portal, Is Gunning for Brands. Retrieved March 25, 2013 From http://tech.fortune.cnn.com/2013/03/20/klout-launches-business-portal-is-gunning-for-brands/
Proffitt, B (February 5th, 2013) Brand Marketers Totally Miss Social Media Influencers. Retrieved march 25th, 2013 from http://readwrite.com/2013/02/05/brand-marketers-totally-miss-social-media-influencers
"Today, Klout is making available a free analytics dashboard for companies with features that allow them to learn how influential their fans and followers are, which social networks the brand resonates most (or least) with, which social networks they should use more, which topics about the brand are most popular, and which "moments"—a Tweet or Facebook update, for example—get the most attention." - Mangalinden, JP.
From the sound of it, companies using information provided by Klout.com will be able refine their social media strategy and tactics to maximize their influence through the influence of others. It will also allow companies to gain valuable consumer behavior information regarding discussions about their brand(s)
According to an analysis of Technorati Media's 2013 Digital Influence Report, just 6% of a typical companies social media marketing budget gets spent on targeting through online influencers and their blogs (Proffitt, 2013). Perhaps, with the information provided by Klout.com, marketers will feel more comfortable with allocating resources towards marketing through these avenues.
Klout.com (N.D.) How it Works. Retrieved March 25, 2013 from http://klout.com/how-it-works.
Magdalinden, J.P. (March 20, 2013) Klout Launches Business Portal, Is Gunning for Brands. Retrieved March 25, 2013 From http://tech.fortune.cnn.com/2013/03/20/klout-launches-business-portal-is-gunning-for-brands/
Proffitt, B (February 5th, 2013) Brand Marketers Totally Miss Social Media Influencers. Retrieved march 25th, 2013 from http://readwrite.com/2013/02/05/brand-marketers-totally-miss-social-media-influencers
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