Digital Marketing News – How does your Klout score measure up – and should you care?

 

Editor:  As most of you may already now, I’ve had an unhealthy obsession with Klout over the past few months. They may in part have been because my score was so high 🙂 Its not anymore. It dropped by over 10 points overnight. Klout is clearly trying to improve their algorithm and rightly so. However there really are some clear flaws in the new algorithm (which I’m sure they’ll iron out). However, if I have more followers, likes, and connections, I am more active and get re-tweeted more, it would make sense my score was higher than someone that was didn’t have any of these things. Sadly this isn’t the case right now. The big concern here is that Klout aren’t testing things behind closed doors properly before they make them live (either that or they have a completely different idea of what is important than the rest of us). This means that people may take Klout less seriously – which would be a shame as I think it has great potential. You check out a podcast on the topic  (recorded before the changes): Social Influence and Klout Podcast

 

Anyone who spends much time on Twitter knows about Klout and its apparent ability to measure how effective you are online.

Most of my friends compare their score regularly and alert their followers to any increase as proof that they are doing something right. So you can only imagine the uproar which followed Klout’s update this week which saw some pretty high scorers drop significantly overnight.

According to Klout’s blog, the update has been planned for a while and its new algorithm is designed to provide a more accurate scoring based on greater intelligence about the people you interact with.

For example, one of the areas you are scored on is your ‘Amplification’ which measures how you influence people with your content. Previously it would measure how many people acted on your comments, e.g. liked or retweeted them. Klout has taken this a step further by looking at how these actions compare with the individuals habits. So if someone ‘Likes’ your comment but also likes numerous other posts during that day it won’t score as highly as someone who rarely acts on content but selects yours as something worth taking action on.

How my Klout score ranks me today

The same approach has been taken with the other areas the tool measures in a bid to reflect quality rather than quantity. But what do the score changes really mean for people?

Anyone working in social media knows how hard it is to measure with any real accuracy the impact of your efforts.

A lot of what we do is based on educated guesswork, instinct and interpretation. So it’s understandable why so many would leap on a tool that claims to provide us with a quantifiable assessment of our impact. If we know how it works we can act accordingly and watch our score go up, safe in the knowledge that we are heading in the right direction.

Many of the comments left on Klout’s blog following the update have complained that they’ve spent the past few months building their score only to find it’s now wasted. I disagree with this claim wholeheartedly and anyone who engages online with the sole purpose of increase a notional score was wasting their time and everyone else’s from the start.

Online engagement is about building relationships and offering your followers and peers good quality content that adds value and interest. If you’re doing this well then your followers will let you know, if you’re not they won’t stick around for long.

So forget about your score and focus on what your customers and followers want from you. And I guarantee it’s probably not a daily update telling everyone your Klout score has gone up by 2 points.

 

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