Fretting About Your Klout Score? Calm Down Already... - Page 2
“For the first time, we’re all on an even playing field,” said Joe Fernandez, the CEO and co-founder of Klout. “For the first time, it’s not just how much money you have or what you look like. It’s what you say and how you say it.”
Klout says they measure over 35 secret variables on Facebook, Twitter and now LinkedIn to determine one’s “True Reach,” or how many of your friends and followers are actually engaging with your content, “Amplification Probability,” or the likelihood that those engaged with you actually share your content to their own wider audience, and “Network Score,” which is an additional measure of just how influential the members of your online community are in their own right.
Which brings us back to the freebies and perks provided to Klout’s upper echelon, who spend a lot of time on social networks telling other really cool people all of the fascinating things happening in their lives. Virgin’s free round-trip ticket offer through Klout reportedly got 4,600 tweets and millions of impressions on blogs, as well as an abundance of free news coverage.
Mark Schaefer, marketing professor at Rutgers University and author of “Tao of Twitter: Changing Your Life and Business 140 Characters at a Time,” said services such as Klout from a marketing perspective are a dream, but could wind up creating a “disturbing’’ social media caste system. Will we get chosen for a promotion based on our social scores? Will potential mates check out Klout before that second date? Even our kids' social lives might hang in the balance.
The recent Disney movie Tangled is reported to have provided a screening to the kids of hundreds of mothers with desirable Klout scores, along with a special merchandise kit. Not keeping up on raising your Klout score? Then your kid missed out. Aw mom.....
Garth Holsinger, vice president of global sales and business development at Klout, sees the issues arising already. “People call and say, ‘I work in social media, and I’m going to lose my job if my score doesn’t rise.’ We get celebrity managers asking how they can get their clients’ scores higher. We get people who are literally crying because their Klout score went down.’’Continued on the next page