If you’ve been paying rapt attention to the social media space, then perhaps you are aware of www.Klout.com and/or www.Twitalyzer.com (I was aware of the former but not the latter). The sites offer you a measure of your social ‘influence’. That is to say that based on a person’s publicly posted data on sites like Twitter, your measure of social influence is derived and scored.
Other social influence measuring sites exist like http://www.Peerindex.com and www.Topvoice.com as well. (Full disclosure – I have met the CEO of Top Voice and the Chairwoman is a business associate and friend).
In an article in Tuesday’s Wall Street Journal http://on.wsj.com/hZoFDb a 25 year old woman was given access to a ‘swanky holiday party’ on the basis of her tweets being ‘influential’. The woman was surprised. That would not have been my reaction but I’m far from being 25 years old.
I became aware of Klout several months ago and signed up for an account (my Klout score is a lowly 32 – even Hosni Mubarak has me beat at a 43). 70 is considered a pretty good Klout score and Justin Bieber has a Klout score of 100 (Bill Gates has a score of 76 BTW – I myself don’t find Bill Gates to be less influential than Justin Bieber but hey that’s me).
So the next question is (at least for this marketer) – “Where’s the revenue model?” While the WSJ article does not outline the revenue model , theoretically by using Klout consumer brands could reach out to top influencers by having them talk about the brand – positive or (dare it be), negative. Maybe it could work and I am probably missing something so help me out if you have a better idea.
Top Voice is also a new entry and they are working through the challenges of being a start up with regard to interface and site usability. I understand the Top Voice revenue model much better than that of Klout. People Tweet or post about their favorite brands and are rewarded with points which can then lead to them receiving merchandise for becoming a Top Voice influencer. So both the brands and the individual can benefit.
Social media influence is here to stay whether people want to accept that is important or not. Even if you personally feel it is a waste of time (as I often do) we marketers should be very aware and watchful of trends and developments. The authenticity of conversations from consumers will continue to gain traction.
So have you checked out your Klout? Will you?