Measuring influence in social media (the Klout score)

I have studied the notion of influence for a very long time now, almost a decade (I started studying environmental non-governmental organizations, ENGOs, around 1999). Therefore, I am very much up on the literature and I have tested a variety of methods (both quantitative and qualitative) to try and discern how much individuals and organizations influence the behavior of governments and industrial plants (although of course, when we refer to governmental and industry actors we are really looking at individual behavior – we can’t really treat businesses nor governments as single units).

Every so often, I come across yet another attempt to measure of influence in social media and (geeky and academic as I am) I go and test it out. The most recent one I’ve tried is the Klout score. I recently received an email indicating that my score had suffered a reduction (the graphs you are seeing are from the previous time I checked my score) and that they willing to help me try and become more influential. I have been named as an influential social media before (thanks Nate Elliott from Forrester Research!) but frankly, I don’t really pay attention to whether people in the community perceive me as influential UNLESS my influencing activity has a specific goal, like when I wanted to co-organize Mental Health Camp with Isabella

For example, if I want to ensure that my objectives for social change are well-heard and well-known, and widely spread, then I use ALL of the tools I have at my disposal. I use my (yes, very, very strong) social network to disseminate my ideas. I am well connected to many people who are considered social media and tech stars not only in Vancouver, Toronto, or Canada and the US, but even worldwide. These social media powerhouses do trust me in what I say, but that’s a bi-directional, long-time-established trust that has emerged from actual interaction, both online and in many cases, offline.

Does it upset me that my Klout score goes down or that my Twitter Grader score doesn’t rank me in the top 10 (as I’ve consistently been ranked for the past year or so)? Um, no. Not really. Real influence comes from behavioral change that is effected through the creation of long-lasting, trust-based bonds. One example – does my opinion influence other people and do they listen to what I have to say in regards to water governance? Probably. And why is that? Well, because I have built a credibility around my research (both pre- and post- my PhD). Same with social media.

If somebody comes to me and tells me “I’m in the top 10 for Twitter Grader” and I don’t know them I actually probably will giggle (since, well, I’m the organizer of the Vancouver Bloggers Meetup so chances are, I *should* know them). Why? Simply because I would argue that this is just one of many measures of influence. But I’d be curious to see what other people think about influence.

Have your say, as usual, in the comments section.

Share and Enjoy: