Nov 19 Posted 4 years ago
You bring up some very interesting points in this post.
Klout is definitely an imperfect measure of influence. In fact, it is difficult to really say if that is what it is really measuring. That is why it surprises me that so many companies put so much emphasis on it.
I think it is always a good thing when people question the data that is being offered to them, instead of blindly accepting it as fact.
As you point out, there are problems with Klout that people might not even be thinking about.
That said, until there is a more valid measure of influence offered, I think people will continue to use it.
On the particular point that you made about a person getting a high Klout score based on expertise in one area, but not being influential in other areas (or even that area) is very interesting. I think Klout tried to address this by listing the topics that the person is thought to be influential on. However, again, who is to say that they are really influential and that are they influencing the right people.
I completely agree with you when you said, "Truly understanding how digital influence works is a challenge we’ve barely begun to understand."
I also agree with you when you said that the solution for the individual company will be unique and will require that they find ways to build trust with their customers.
However, I think it is too early to say that you can't influence customers by building relationships with "influentials."
I think the correct approach would be to try to find ways to build trust with customers AND to try to find the right people who are influential in getting people to buy a product or service. However, finding those influential people is the hard part.
It is definitely a difficult and complex issue.
This is a really good post.
Webinars On Demand
May 09, 2017With all of the technologies available to marketers today, have we lost that personal touch? Join VP of Content Marketing for ON24, Mark Bornste...
April 05, 2017In the ever-changing world of digital marketing, operational efficiency, quick turn-around times, testing and adapting to change are crucial to...
Video is expected to account for three-quarters of all mobile traffic by 2020. But, creating powerful, effective video requires a significa...
Marketers are constantly seeking to engage with their buyers and drive actions that help buyers move rapidly through their customer lifecycl...