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How Much Should Be Riding On Your Klout?
By: Tom Roarty
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With the accessibility of mobile applications, social media marketing has never been stronger. With this fast-growing industry come new opportunities for both businesses and job seekers ready to make an impact. Although it is true that there is no guaranteed successful formula for social media marketing campaigns, companies like Klout and PeerIndex are positioning themselves as an accurate way to track successful social media influencers. But are they?
 
Turning a social application into a marketing tool is not a new concept, and since the first time it was done there’s no doubt someone who was there to measure its success so they could put an actual value on it. Most people invent for the sake of profit as opposed to pleasure, but as with any early calculating tactics, there is margin for error. In the case of Klout, the current leader in media-influence tracking, there are variables such as multiple accounts and social media practical awareness that are not being taken into consideration when determining an end user's score.

For example, if you are a bogger who writes for a variety of blogging sites or manages multiple Twitter accounts, Klout does not track them under a single score. Instead, the service suggests that you have a different Klout account for each service. So if you have two WordPress accounts, you need two Klout accounts to monitor them, but why is that a big deal?
 
Recently, hiring managers looking for social marketing employees have taken to requesting applicants have a Klout score between 42 and 48, with an emphasis on the higher the better. If you are a person who manages multiple Twitter, Facebook, and WordPress accounts (just to name a few of the 13 networks Klout monitors), how could the service accurately measure your influence? This is especially true for in-house marketers who spend the majority of their days updating corporation social networking initiatives; they will not have a Klout score reflective of their experience.
 
There is a place for social marketing measurement tools, because the more you know, the better you can focus your initiatives, but there is some tweaking that needs to be done to assure that the numbers reflective of a score are truly accurate, and that may take some time. For now, it just makes sense to do what you can to keep you influence numbers up by staying on top of how Klout judges you, which is based on the following three factors: True Reach (how many people you actually influence), Amplification (how much you influence those people), and Network (how influential your network is). At the end of the day, the most notable number businesses will be concerned with is their profits, so keep up with the latest social marketing trends, know the keys to engaging your core demographic, and stay social. In time there will be a way to measure that success as well.


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