Klout and Kred: a scoring love story


The fact that new social media measurement tools come up (because this is an eternal process) doesn’t necessarily mean they have to always and indiscriminately be used and abused. I recently came across Twitto.be which provides a ranking of Belgian influencers on Twitter based on Kred and categorized among (list categories).

Kred and Klout are the most common “points-givers” on somebody’s presence on social media. Let’s have a look at how they work and think how much attention we should pay to them. The lesson I learnt from reading this analysis is “don’t get to obsessed with this.” Even though both services provide good benchmarks for businesses and institutions, I don’t believe your communication strategy should completely depend on it. It is indeed rewarding to have a score higher than a competitor or an organization working in the same field. It proves that (according the Klout’s or Kred’s algorithms) you are doing great.

This article from Forbes helps us get started with some comparisons.

Klout

kloutThe first company really to nail down a measurement algorithm and to assign a number to people based on their perceived social influence.  It was an interesting idea, even a good one.  Those with high scores jumped on the bandwagon shouting from the hilltops about what a great platform and measurement tool it was.  Those with poor scores didn’t care, shrugged it off or felt mistreated.  There was no transparency as to how they were coming up with these scores and what mattered. Yet some HR wannabe early adopters with no sense or ability to understand or make their own determinations about social media prowess actually made hiring decisions based on these scores, unbelievable I know. As most people know this score goes up and down daily and often without reason. In addition it’s always been easily manipulated. Hire someone to spam your twitter handle (like some gurus I know) and all of the sudden you’re a social rocket scientist. Apparently a 14 year old screaming about Bieber every day is just as influential as an intelligent thought provoking tech journalist with a solid following and engagement.

Also noteworthy is they were one of the first to put a program in place that rewarded individuals they perceived to be influential with rewards from companies they partnered with called their PERKS program. It was an interesting concept; let’s get our stuff in the hands of people to chatter online.  But I rarely ever saw anyone really talking about the products or discounts they were receiving, and in the last year or so I’ve seen those offers drop off steadily, probably due to a lack of roi for the participating companies. Continue reading “Klout and Kred: a scoring love story”