Klout. I still do not care.

Mark Schaefer has a new book out, return on influence about the revolutionary power of Klout.  And I am confusingly confused. I do believe in influence. I do believe in the power of outreach. I do believe in metrics. But I have my serious doubts on how Klout can be in any way a credible way of measuring influence. As long as there is no more clarity on how their algorithm works, and as long as their illustrious Klout score does not reflect a shadow of a mirror of reality, I think it is a very dangerous score to focus on.

There are hundreds of very smart people here at #SxSW, most so influential that they do not have to bother with their Klout score.  The fact that they are influential is proven by the long lines for their meet and greets, for their book signing and for their interview line up.

Return on influence is a great concept, in line with Olivier Blanchard’s (@thebrandbuilder) manifest on Return on investment. But concentrating that effort on Klout just did not do it for me. The ability to measure influence and in a later stage the return of influence requires advanced analytic am metric skills, that cannot be contained in a simple one-size-fits all easy two digits. “Contextual influence is what counts… “says Porter Novelli’s @israelmirsky: “you might be influential on one topic, or towards one audience. It takes skill to set up a metric system that calculates that”.

Calculating return on influence requires advanced analytics, contextual information and a clear frame of reference. Klout will not help you calculating this… Israel Mirsky might…

10 thoughts on “Klout. I still do not care.

  • 12/03/2012 at 07:26

    Hi Danny, yes Mark’s book is a great read, and he’s also a charming dinner companion.

    You should also check out http://Kred.com

    Why do we think we’re different?

    We have 2 part score – influence and outreach.

    Outreach looks at how generous someone is (and how likely they are to follow, share content or RT).

    We also operate in real-time. You can see the effect of every interaction on your activity statement along with the raw and normalised points awarded, providing full transparency.

    We have the last 1,000 days of tweets through our relationship with Twitter, meaning the Kred score is based on a larger set of data.

    Going further at http://kred.com/rules we explain more about the scores and how we score (we even show graphs and curves)

    Finally, we believe that influence is best measured at the community level, so we show Kred in each of the most important and real communities.

    Why not head over to see your Kred score at http://kred.com/dannydevriendt where we (hopefully accurately) show your top 3 communities that you influence are Advertising, Social Media and Marketing.

    Oh and by the Way, Mark has just joined our group of amazing community Kred leaders – see who else is on the list at http://lc.tl/kl

    If you’re in London soon, we should chat, or at least chat by phone about how Kred could help you at Porter Novelli Brussels.

    Andrew Grill
    CEO, Kred

  • 11/03/2012 at 17:25

    That’s why you should at least read the book. : )

    I’m an ROI guy (real ROI) but after a lot of research, I’m convinced Klout is on to something small but significant. Give the book a chance and see if you agree. Many thanks.

    • 11/03/2012 at 17:52

      Hey Mark. Thanks for commenting. I DID read your book. I bought it. Read it. It’s a good book. (would love you to sign my copy ;-)) — I still do not like Klout, and how it gets hyped into something it is not. You might be able to see it in perspective, most people using it daily are not.


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