Published on March 11, 2014
Do you have Klout? Do you want it? Dan Yurman firstname.lastname@example.org @djysrv January 26, 2012 1
What is Klout? 2 Online measurement of Twitter influence http://www.klout.com Measures online impact and influence The more engagement measured with your tweets, the more influence you have Uses a numerical score of 1-100, but numbers aren’t everything Average score is 20, anything past 50 is good
Examples of Klout Scores 3 Dunkin Donuts – 65 1. Food 2. Coffee 3. Brand Starbucks – 79 1. Brand 2. Coffee 3. Food
How Klout Measures Influence 4 True Reach – the number of people who act on or share your content Amplification – a measure of how likely people are to act on or share your content Network – a measure of how many top influences are in your network
How to get more Klout 5 Stick with a topic you know well Focus on mass markets / consumer goods Create meaningful content Engage with others authentically No games or tricks Publish frequently Be persistent, building a brand takes time
Benefits of a high Klout Score 6 Drives traffic to your main web site or blog Increases brand awareness, Increases number of people who become prospects leading to sales Supports differentiation from competition: quality, price, service, value
Where does Klout work best? Reason: Intense use of social media 7 TV, movies, radio, arts, online media Sports: MLB, NFL, NBA, NHL Consumer end use food & beverage products Home consumer electronics Personal care & OTC health products Major retail: Fashion & soft goods Stocks, investments Politics
Where does Klout not work well? Reason: Low or no use of social media 8 Science and industrial technology Supply chain parts manufacturing Business services: accounting and legal Extractive industries: coal, oil, gas Government / Military / Non-profits Pollution control / trash removal Agriculture & food production
1 Critique of Klout 9 Unresolved privacy issues Possible exposure of identifies of minors Holes in measurement methods Not all networks are analyzed New algorithm created new controversies Benefits accrue to the firm, not to the person Your score is their product. You are not their client.
2 Critique of Klout 10 Klout score is not the same as Google Page Rank You may have a Klout score and not know it Klout score may just flat out be wrong Inconsistencies in analysis of social networks Spam accounts get counted Your clients may be confused and possibly unhappy if they don’t like their score
1 ~ How to have a high quality Twitter feed that builds a brand 11 Stay interesting Be smart, opinionated, and entertaining. No one cares what you had for lunch Be focused Love cars or passionate about food, then tweet on what you know. Develop a specialty. Don’t tweet off-topic Find your own pace A few tweets every day makes sense Don’t flood the channel with chatter
2 ~ How to have a high quality Twitter feed that builds a brand 12 Don’t use automated tools to tweet People follow other people on Twitter, not bots Clean out spammers from followers Mingle Share interesting stuff from others, re-tweet! Spread the word Put your tweets on your web site, Facebook page, and blog. Use mobile twitter tools for real time updates
Brand v. Klout 13 Klout wants to be the de facto definer of online influence Unlikely due to dominance of search engines which don’t index Twitter Coming divergence between Google+ and Facebook – different platforms with different uses Where you seek influence depends on what you’re selling
The social media world doesn’t begin or end with Twitter Use Twitter wisely Twitter in 1902 14 Lets the world know you exist Drive users to rich content Build awareness of products, services, and brand value Still better than a telegram
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