Marketwired Blog

How to measure online influence: A special #smmeasure chat with Klout

#smmeasure logo

This week, we invited our first special guest to the #smmeasure chat and, needless to say, this was our most highly anticipated chat since #smmeasure was launched in July.   A big thanks goes out to Klout’s Megan Berry, marketing manager, and Joe Fernandez, CEO.  I also want to thank everyone who participated, submitted questions and helped spread the word.  And, as always, another shoutout to Sysomos’ Community Manager Sheldon Levine @sysomos for co-hosting the chat.

#smmeasure chat #7 recap with special guest, Klout

Klout, the company that created the “Klout Score,” a metric that measures online influence, began this week’s #smmeasure chat session by asking three discussion questions and then went full force into audience questions.  Below is just a small taste of the great conversation we had.  Take a look at the full transcript for oodles of helpful tips.

Q1: How do you determine who to follow and/or follow back?

  • @meganberry:  “I generally follow back people who I’ve actually engaged with either in person or on Twitter. I think there’s no right way though”
  • @KaryD:  “I read every bio of new followers. Look for similar interests & at feed to see if the person engages or just pushes posts.”
  • @MichaelNus:  “it’s a battle between genuine interest in one’s tweets and a kinda ‘twitter etiquette”
  • @ellerich:  “I also follow back people I can really learn something valuable from, whether professionally or for personal interests”
  • @SunnyinSyracuse:  “I also follow if many of my network that I most engage with are following them. I trust my network”
  • GetPushing:  “The 3 C’s. Content, creativity & conversation.”

Q2:  How would you define influence? Online influence?

  • @JoeFernandez:  “I’ve always thought of influence as the ability to drive actions (true online and off)”
  • @seanward:  “influence = hard to pin. You can measure clicks and follows, but not the slow growth of an idea in people’s minds…”
  • @KaryD:  “Online influencers have the ability to evoke action (change, sentiment, spread of info) fm followers. Usually built by trust.
  • @iamChuckHarris:  ” I think influence is about the people you go to for help or a question. Those trusted individuals.”
  • @MichaelNus:  “you can measure ONLINE influence in blog comments, retweets, inbound links from relevant sites (not link exchanges)”
  • @JPedde:  “Influence = the buzz word of the year. It’s persuasion, reach, finesse, personality, salesmanship all rolled into one word.”
  • @KnowledgeBishop:  “When others care what you think, listen to what you say, and respond to what you recommend.”

Q3:  How should a business or individual measure their impact on Twitter?

  • @meganberry:  “Of course I’ve gotta say Klout 😉 but you have to use multiple metrics. Depends on your business or personal goals”
  • @sabrina_scott:  “Target audience – are they interacting, discussing and retweeting with you? And are you also learning from them?”
  • @inspiredtrain:  “Obviously Klout, but monitoring mentions, trends, with Hootsuite, Hashtags, and tracking them to see patterns of ‘popularity'”
  • @brightmatrix:  “Like other analytics, impact needs to consider many metrics measured & analyzed over time & in context”
  • @_Rochelle:  “measure impact = number of followers, number of retweets, referrals back to website, newsletter sign-ups”
  • @gprzyklenk:  “business impact: what am i doing to move the needle, be it revenue, orders, leads, etc”

Audience Questions

Is a RT a sign of influence? (via @inspiredtrain)

  • @meganberry:  “We think so. A RT indicates you like the content and want to share further”
  • @JoeFernandez:  “I think rt is a signal of influence. It’s kind of like nodding your head in agreement”

How does @klout address the difficulty of measuring influence that’s not as direct as RTs and clicks? (via @seanward)

  • @meganberry:  “@Klout we believe influence = ability to drive action but we are limited to measurable actions”

How do you really measure @Klout?  Is it noise or real influence on certain topics on Twitter? (via @PRBristolblog)

  • @JoeFernandez:  “We look for real influence like link clicks or who replies and RTs you when you talk about any specific topic”

…But, Klout doesn’t measure [influence as the ability to drive actions] (via @karensnider)

  • @JoeFernandez:  “everything we do is based on trying to measure if someone was driven to action.

Can you confirm a new style and an old style RT is assigned the same weight by @klout (via @paulgailey)

  • @meganberry:  “yes”

Does checking into 4sq and posting on Twitter & Facebook impact one’s influence? (via @jgombita)

  • @meganberry:  “Posting to foursquare doesn’t have any automatic impact on Klout/influence. It depends on how our audience reacts”
  • @meganberry:  “and if it does create conversations we measure that. If not, then it doesn’t impact score”

Does blog influence measure into @klout score at all? (via @MichaelNus)

  • @meganberry:  “Blog influence only affects @klout to the extent of posting it & getting RTs, @mentions because of it.”

What do @klout’s Facebook scores take into consideration? (via @JPedde)

  • @meganberry:   “We’re still testing and solidifying but will also revolve around actions like comments/likes/tags etc.”
  • @JoeFernandez:  “For FB we are looking for how engaged your network is with you and the “ripple” effect of when a person “likes” something”
  • @JoeFernandez:  “Also for FB looking at how influential the people are that engage with you”

Did you happen to consult any #measure folks for weighing influence in @klout score? (via @gprzyklenk)

  • @JoeFernandez:   “I have talked to many #measure folks. our scores are public & we get tons of feedback and constantly improving them”
  • @meganberry:  “we have two scientists full-time working on the Klout score / algorithm”

Why is @klout in (personal) Facebook, but NOT business-oriented @linkedin? (via @jgombita)

  • @JoeFernandez:  “The original version of Klout was actually built on FB. Now that FB is more open it’s time to go back”
  • @meganberry:  “At Klout we believe everyone posting content has influence, and Facebook is where a lot of that content is.”
  • @meganberry:  “Facebook is a huge network where a tremendous amount of content gets produced. LinkedIn is also on our gameplan”
  • @meganberry:  “LinkedIn tends to be static. Not a lot of actions being produced on LinkedIn beyond connections”

Is your goal to #smmeasure across Facebook and Twitter as a combined metric or within each first? How far off are you? (via @paulgailey)

  • @JoeFernandez:  “The score will be combined but we will give insight into where you are strongest”

Fun Tweet of the Chat

  • @gprzyklenk:  “Lisa’s paper tweet: influence is like peanut butter, it’s better when it’s spread around” (Editor: inside joke, Lisa Davis, director of marketing at Marketwire doesn’t use twitter, but she still manages to tweet her influence. :-) )

Continuing the music theme from last week’s #smmeasure chat, I think we have found Klout’s theme.  I love this group.

  • @clickflickca:  “Klout, klout let it all out :-) #TearsForFears #smmeasure”

Blog post highlight

  • @MackCollier:  “All I know about online influence #smmeasure –”

Check back here every week for #smmeasure chat recaps and transcripts.  Join the Marketwire Facebook page to get #smmeasure weekly discussion topics.  If you have any questions or specific topics that you would like us to discuss in the future, please tweet @smmeasure or @marketwire.  Keep track of all the #smmeasure chat recaps.

Join the #smmeasure LinkedIn Group to connect with others interested in social media and measurement.  See you next week at 9:00 am PST, 11:00 am CST, 12:00 pm EST.

Until next time,

Related posts:

Tags: ,

2 Comments on How to measure online influence: A special #smmeasure chat with Klout

nickshin said : Guest Report 8 years ago

You and Joe were both great. Hope to see you as a regular at #smmeasure! Nick @shinng @marketwire @smmeasure

Megan Berry said : Guest Report 8 years ago

It was a great chat, thanks for having us!

Leave a Reply

Your email address will not be published. Required fields are marked

Featured Posts

Reverse That PR $H#T

[By Rebekah Iliff] For decades, PR has been *relegated to a position that oft leaves us “last to know first to ...

Read More

Nasdaq to Acquire Marketwired

Marketwired is pleased to announce our agreement to be acquired by Nasdaq. In this personal message, Marketwired President and CEO ...

Read More

#CreativePR: Get Out of the Media-pitching Mindset

This is post 3 of our 5-part #CreativePR blog series. Stay tuned for posts 4 and 5, which will look further into ...

Read More

How to Evolve with the 2016 PR Trends

[By Alex Hoag] As technology continues to demand change for all industries, it’s important to start your year off by planning ...

Read More

PR 2020: What will it be like?

[By Jason Mollica] Victor Hugo once said that there is nothing like a dream to create the future. If you had ...

Read More

Follow Me

Public Relations Today