Do you have Klout? When it comes to brand development (the process of increasing consumers’ awareness of a brand and improving their opinions of that same brand), it helps to have clout…and Klout. Join us for this, an enlightening discussion about Klout – the latest, greatest, and possibly the most influential tool available for enhancing online brand development.

How Klout Works for Brand Development

What is Klout? It is an analytical platform for scoring social media influence. If your social media pages are open to the public, you have a Klout score (1 through 100, with higher being better) that holds some valuable brand development data, whether you know it or not.

Klout monitors activity on Twitter, Facebook, Google+, LinkedIn, Instagram, Foursquare, Bing, and Wikipedia, and then uses its own unique criteria (consisting of more than 400 signals) to measure influence (which can be defined as your ability to elicit responses when you share something, say something, or do something).

The following are a few examples of the data Klout considers when calculating a Klout score:

  • how many accounts you’re following
  • how many social media users are following you
  • the number of shares, comments, and likes your social media posts receive
  • the number of social-media-based groups you belong to
  • mentions of your screen name in others’ posts
  • the Klout scores of those you’re engaging
  • the number of spam accounts following you (a not-so-good thing)

Klout does not measure influence using a simple “add it up” or “take an average” algorithm, but instead uses ratios and combinations of information for scoring purposes. Here are some examples:

  • True Reach: This is the number of actively engaged people who follow you. Rather than counting up your followers (including those who never interact with you or your brand), Klout only counts those people who are involved in ongoing conversations with you.
  • Reaction Ratio: This value is created by comparing the number of posts to the number of reactions generated by those posts (e.g. 5 posts with 50 shares are far more valuable than 500 posts with 100 shares).
  • Amplification: Klout looks at your past social media activity and determines how likely it is that your posts will result in shares, likes, comments, etc. – sort of like influence that begets influence.
  • Audience Selectiveness: If your audience is made up of people with high rates of likes, shares, etc., then each of their actions will make less of a contribution to your Klout score. In other words, people who only share what truly moves them are the “friends” to have.
  • Network Impact: This criterion is built by the Klout scores of those with whom your brand is engaged, and uses those numbers to compound your own Klout score.
  • Unique Reach: Your Klout score will be positively affected when your engaged audience is filled with a variety of active connections. In other words, 50 shares from 50 unique personalities are far more valuable than 50 shares from 1 person.

Why Klout is Important to Brand Development

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By now, you may be thinking: This all sounds great, but what is it good for, besides satisfying my own curiosity? How can it help with brand development? I’m so glad you’ve asked, because there’s a growing trend in which Klout is helping social media take the place of good, old-fashioned networking for brand development.

Many of you will remember times when getting recommendations, new clients, business connections…was really a matter of who you knew, and how influential those people were in your industry. Klout is fostering the same phenomenon in social media – the world’s modern networking platform for brand development.

A number of businesses have come forward to admit that they check customers’ Klout scores, and then provide higher levels of service, upgrades, and special treatment to people with the highest scores. Employers are checking Klout scores and using what they find to make hiring decisions, and brands looking for brand pairings are behaving similarly. This may seem intrusive at first blush, but when examined, it makes perfect sense: Brands want to treat those people with broad networks well because, well…they’re talking, and they’re talking to a lot of people, often. Brands also want to align themselves with people and other brands that have large circles of influence. It just makes good business sense.

This is not the end of our Klout and brand development conversation. Stay tuned for more on how you can leverage the power of this social media influence counter for building brand awareness, bolstering your brand identity, building trust and reputation…in all, enacting some brilliant brand development.

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For further brand development help or advice, please get in touch with us on +44 (0) 208 123 6776 or [email protected] You can also get your daily branding tips at www.facebook.com/BrandExpertTips.

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