Klout is a real time and relevant benchmark for those who market through social media. Are you using social media to build and market your small business? You are wasting your time – if you don’t know how big your audience is.
Klout.com is an analytics platform that scores your reach. Klout cross crunches variables in Facebook, Twitter, Foursquare, and other social media. The result is a score based on:
- True Reach reports the size of your audience based on the engagement of your followers, friends, and those who interact with your messages.
- Amplification Probability indicates how likely your posts are to provoke likes, comments, retweets, and the like.
- Network Score measures the influence of your audience. If you know you are reaching the “right” people, it’s all the difference between broadcasting and targeting.
This is a qualitatively stronger index of performance than search optimization scores in the past. Klout’s final score ranges from 1 – 100, but the average score is in the 20s, and 50s and 60s are considered high.
Klout ignores spam and inactive accounts, and it focuses on the content your audience shares. It also counts the lists you have been added to and what happens to your content once you send it. It monitors if your messages spark reactions, conversation threads, forwards, and retweets or texts. It measures inbound and outbound messages to show how probable it is that your content will spread.
This helps you to identify influencers, users who are likely to communicate and promote your product or service. Influence drives action. Influencers suggest you go to a movie, check out a YouTube video, or promote a product. To reward these influencers, you can offer Klout Perks, exclusive, free or discounted products, services, or experiences to your friends and audience.
Klout is important because it measures the depth and breadth of your social media marketplace and quantifies and qualifies their subsequent influence. It is the closest thing you have to an index of your return on investment.
Caution: Still a work-in-progress, Klout can be manipulated. On the other hand, time and motivation spent on gaming the system doesn’t really make sense. PeerIndex, TweetLevel, and Twitalyzer are alternatives. But, Klout.com is easier and more intuitive to navigate. It’s exciting to see a solution to this need in the works! Check it out.
by Steven Schlagel