Klout Score Updates Affect Digital Marketers’ Strategy

Check your Klout score lately? As you’ve probably heard, Klout took a lesson from Google and updated its algorithm this week. Many power users are disgruntled with the changes, which negatively impacted their scores. But there are plenty of reasons to embrace the new algorithm:

  • Greater transparency: Along with the new algorithm, Klout also introduced enhanced metrics that give you significant insight into how your score is derived—and therefore greater insight into how to improve your Klout.
  • More emphasis on interaction and engagement: The new Klout algorithm factors in not only how often people are engaging, but also the types of engagement that occur.
  • Increased focus on quality over quantity: Klout’s updated algorithm takes into account the percentage of your content that sparks interaction. It should bump people toward sharing fresh, useful content that truly brings value to their followers.
  • Enhanced ability to incorporate new platforms: Klout began as a tool for measuring only influence on Twitter, but now incorporates Facebook Blogger, Google +, and a few others. As trends change, Klout will now be more nimble in allowing users to incorporate other social media sites in the calculation of their Klout scores.
According to Klout, most users won’t see much shift in their scores.

Five Ways to Improve Your Klout Score

If you’re one of the many users who experienced a drop in Klout, have no fear! Check out these tips for improving your score.

  1. Include other social accounts. If you haven’t already, be sure to add other social sites to your Klout account. That means Facebook, Google +, LinkedIn and potentially even your blog can help give your score a boost.
  2. Think twice; post once. Before posting to your social networks, consider the real value of the post and the kinds of engagement it’s likely to inspire. It may even be time to consider cutting down your posting frequency.
  3. Differentiate content. Your Twitter followers and your LinkedIn connections are looking for different relationships with you and your brand. Offer content specifically tailored for each audience.
  4. Shift your focus: Rather than concentrating on the score, focus on what really matters to your followers…and deliver it daily. The Klout score should be secondary to your efforts, not the single factor driving your brand’s social media campaign.
  5. Engage strategically: Your influence is now measured against that of those you interact with. That means it’s time to make smart choices about online connections and find ways to enhance relationships with top influencers.

How has your Klout score been affected by the new algorithm? And will it change the way your brand uses social media?

Words of Inspiration for the Digital Marketer

Technology and consumer expectations change daily; the digital marketer must adapt accordingly.. These industry leaders offer invaluable wisdom to digital marketers who strive to remain nimble and innovative in the evolving online marketplace.

 

“Customer experience is the new advertising department.” Max Kalehoff, Clickable

“It’s better to think of social media tools as amplifying customer opinion rather than improving it.” Joshua Porter, HubSpot

“Fans, true fans, are hard to find and precious.  Just a few can change everything. What they demand, though, is generosity and bravery.” Seth Godin, Tribes
“The aim of marketing is to know and understand the customer so well the product or service fits him and sells itself.” Peter F. Drucker, political economist

“We have technology, finally, that for the first time in human history allows people to really maintain rich connections with much larger numbers of people.”Pierre Omidyar, eBay creator

“Marketing by interrupting people isn’t cost-effective anymore. You can’t afford to seek out people and send them unwanted marketing messages, in large groups, and hope that some will send you money. Instead, the future belongs to marketers who establish a foundation and process where interested people can market to each other. Ignite consumer networks and then get out of the way and let them talk.” Seth Godin, Unleashing the Idea Virus

“This is the model for the 21st-century advertising agency. Sitting upstream of the silos, agile, flexible, one touchpoint for the client, with the ability to understand and connect with the consumer, and ideas that rise above media schedules and engage with people in a that has true mutual benefit and value”. –Philip Beeching and John Wood

“With the creation of Web 2.0, we are seeing the emergence of a new type of digital consumer, who is no longer simply a passive ‘site-seer’ on a fixed consumer journey but an independent explorer craving freedom, adventure and companionship. The challenge for businesses and advertisers is to engage with the active digitraveller as well as the passive digitourist.” —Sarah Morning, Agency Republic

“Risk – calculated risk – is key to success online. There’s no need for complicated metrics to prove this point. Logic tells us that with so much content clamouring for attention, offering something new, authentic and genuinely interesting is the only way to get people to pay attention.” —Arthur Ceria, CreativeFeed

 

“Today’s marketing success comes from self-publishing Web content that people want to share. It’s not about gimmicks. It’s not about paying an agency to interrupt others.” David Meerman Scott, The New Rules of Marketing and PR

 

“To accompany the four Ps of classical marketing, marketers would do well to instil the digital four Cs, around conversation, collaboration, culture and compensation.” Zaid Al-Zaidy, TWBALondon