Using Digital Influencer Scores to Determine Importance

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Monitoring online conversations has become a more important factor of many consumer-facing organizations. Knowing what your customers say about you and your competitors is crucial information and can even be turned into a KPI – something we tend to do regularly for our clients. One thing that is sometimes overlooked in this endeavor is that it matters whether Barack Obama says something bad about your brand or whether the guy next door does so. Unless you are living next to Barack, your neighbor’s opinion will have less impact than Barack’s.

We call this influence and it is important to measure. So important even that an entire company (Klout) has made a living out of measuring it as accurately as possible. For years, Klout has been obscure about how exactly it computes its scores but it raised the lid quite well over the past few years.

An Alternative to Klout Scores

It would make little sense for us to make something that mimics the Klout score – just use the Klout score for that and integrate it with CEMistry, something that we can do very easily. An issue we found with the Klout score however is that it works well mainly for relatively famous people but less for lesser famous people. In addition, the scores are always updated daily. Daily is fine, also for us, but we were looking for a bit more flexibility might our clients have a need for it.

Klout uses web searches to find out on which social platforms you are present, in addition to letting you link it yourself. This is a very explicit and verbose method that does not work out that often for people not cooperating. CEMistry’s fundamental purpose is to do the linking across different domains as well as across different social media, in realtime, even for accounts not explicitly telling us the link. As such, we have a headstart on Klout and use this information to compute our own variant of an influencer score. One that is based on activity and status within the data we collect about social users and hence it works well even for non-famous users and one that we can run at any given interval. Of course we do follow the industry standard set by Klout and use a daily computation by default 🙂

We now offer this service in CEMistry as a fundamental integration but we also have this available as a (cheaper) stand-alone application that you can use as alternative to Klout. Contact us for more information.

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