Influence is a powerful currency in society, but it’s always been difficult to quantify and measure in a meaningful way. However, sites like Klout and PeerIndex are doing their very best to provide us with scores that demonstrate how influential we are online through our personal social networks.
My Klout Score increased to 50 for the first time today; the mid-way point in a measure from 1-100 (apparently the average score is 20). But what does this actually mean? Well, to me it suggests that the work I do is having the desired effect, encouraging others to:
Ok, but what other purpose does Klout serve? Klout’s business model is to offer a free service to users and obtain payment/sponsorship from businesses that wish to offer Klout ‘Perks’ to people with a certain level of influence. So, I may well start to be sent more promotions from now on but unfortunately at the moment they all seem to be aimed at US-based consumers.
Of more interest to me is the way that I (and others have already started doing) can use my Klout Score to demonstrate to my employer, potential clients and business partners that I have a higher than average ‘social influence’ which they can benefit from in return.
One downside to this is the fact that very few businesses understand what the Klout Score actually is. Another is that Klout is still in Beta phase which means that changes and improvements to their algorithm can sometimes result in a temporary reduction of some people’s score. However, Klout is a cool tool and I can only see it’s importance grow in the coming year as more people start to use it and recognise it as a way to validate someone’s influence, particularly those who work in digital marketing / social media (like myself).
One caveat. There are many people whose Klout Score is very low, but you know in real life they are hugely influential, just not online in social networks. A personal example of this would be my uncle, a local councillor who is extremely well-connected and influential, making good things happen for his community each and every day – yet he isn’t on Twitter, Facebook, LinkedIn or any other type of social network. He made a very valid point to me over Christmas when he said that our family gathering was the greatest type of ‘social network’ known to man. Very true and worth remembering when you start using tools like Klout. Nothing ever beats meaningful, face-to-face, human interaction.