The buzzwords of our Social Media landscapes are engagement, relationships and the ubiquitous “online influence” as an ever increasing army of brands begin falling over themselves to take advantage of the powerful data behind these buzzwords but how can it be measured?
A few years ago Klout stepped forward to become the “standard of influence” and uses social media analytics to rank its users according to online social influence via the much maligned “Klout Score” which is a numerical value between 1 and 100.
However, a score that is calculated by an algorithm that is top secret, but worryingly revealed that Justin Bieber is more influential than the president of the United States quickly tainted the project.
Some brands have admitted that one of the key benefits of knowing how influential someone is online, is that it can help greatly when a customer tweets a complaint or praise, as this can determine how much attention they should give the user, which ultimately goes against everything people working in social media believe in.
Delivering some sort of two tiered customer service where only the voices of online influencers are heard, will never be an acceptable Social Media strategy but understanding how much power and reach some users have is also essential to managing certain situations or reputations. (more…)