SEPTEMBER / OCTOBER 2011| PDF | Subscribe | Home

Pivot Point: Under the Influence
Friends don't let friends drive sales.

What’s your Klout score? Mine is a paltry 25 out of 100. A Klout score is a measure of one’s online influence, an alchemy of the extent to which Facebook friends and Twitter followers listen to, and act upon, your musings.

Most people score in the teens. But even a print guy like me wasn’t happy with my Klout score and decided to get a second opinion, and a third. Peer Index gave me a 12. Yikes, even worse. But with TwitterGrader, I scored a 92. Yeah, baby!

I have no idea why there’s such disparity across my scores, and have only begun to consider why any of this matters, of course, attempting to quantify how much what we say online affects other people — and causes them to take action ( like buy something) certainly could be the next big thing in commerce.

It also might make us try to provoke responses, rather than simply say what’s on our minds. It might make us tweet more often to drive up our scores. Or, we might simply cancel our Klout accounts, except that apparently there’s no way to do this. What goes into the web, stays in the web. Don’t get me started.

The real question is, what do we, as marketers, do with Klout? Some are already using it to try to turbo-charge their online efforts. The theory goes that if you can get your product or message to those with the most Klout, your campaign will spread like peanut butter.

Klout is just one of the many mysteries swirling about emerging media — and it is this intrigue that makes our world so exciting. This issue of the Hub digs into the questions, points toward some answers, and maybe — just maybe — creates some clout of its own.

Tim Manners

Tim Manners is the editor and publisher of The Hub Magazine.

SEPTEMBER / OCTOBER 2011 | PDF | Subscribe | Home