Amidst a flurry of controversy over the Klout topic I have been carefully watching and listening to others viewpoints and thoughts about the whole process. This post by no means reflects that this is “THE PLATFORM” by which all things social media should be guided by. However by doing some research, it has helped solidify a couple of thoughts for myself.
Coming up in February I will be conducting some social media marketing classes for an automotive company called Colors on Parade. Of course we are working with issues such as time factor, automation, how to grow a successful network, making connections and so on. We can see Google trending towards social media as part of its algorithm and so in order to filter out the content cuties, conversation and interaction we can expect to be a playing factor in search results.
The next set of images are scores from the corporate account I handle @TrainingFactor, my personal account @JonathanSaar and an automotive Twitter account called @Den….. (real account but keeping anonymous because this is not a company bashing post) I am going to list the current Twitter stats as of this post and then the Klout scores.
Tweets 17,816+ Following 2753+ Followers 2774+ Listed 130
Tweets 5428+ Following 1041+ Followers 1073+ Listed 68
Tweets 32,760+ Following 671+ Followers 234+ Listed 3
This is not a post to pick on this company. I checked out their website and did a bit of research on them. I have friends who work for dent repair companies and they are a legitimate business that provides a very cost effective service. However as you can see from the statistics above there is a striking difference between the accounts. When I reviewed their Twitter stream it appears they are using an automated tool that pulls content based on different sets of keywords. Interactions=0. I think the results speak for themselves on the strength between the networks. I even took the time to use keyword strings such as “paintless dent repair” and “paintless hail dent repair” in a Google search. I stopped after page three when their site did not come up.
This is where I have trouble with companies that pitch they can auto tweet for your business and provide XYZ results. I am not a proponent of that practice and have seen more success with those who have an engagement and conversation strategy as opposed to the former. So even without the Klout score you can see the difference between the two corporate accounts. @TrainingFactor has about half the tweets but ten times the followers which according to Klout overall have a very good engagement score. Notice how Klout describes their various parameters contributing to your scores:
“True Reach is the size of your engaged audience and is based on the followers and friends who actively listen and react to your messages. Amplification Score is the likelihood that your messages will generate actions (retweets, @messages, likes and comments) and is on a scale of 1 to 100. Network score indicates how influential your engaged audience is, also on a scale of 1 to 100. The Klout score is highly correlated to clicks, comments and retweets.”
Klout may not be the sole metric a company should go by of course but in this research instance it helped me create a very interesting visual and data by which a possible decision could be governed by. Klout is growing on me but they are still just numbers that need to be weighed very carefully. I am a major proponent of conversation with a network. In my experience it has helped me develop Klout both online and real clout offline. In the end our goal as businesses should be to develop a trusting relationship with our clients and potential clients. If we get started off on the right foot when using tools like Twitter our overall experience and our conversions will be a lot more positive and profitable.
I look forward to hearing your thoughts on the comparison study I put together. Do you think this is a fair way to analyze a company’s effectiveness on a platform like Twitter? Thanks for your thoughts! If you value this post please feel free to share it with others. Options to subscribe by email and RSS are in the top right corner. Thanks for being here today.
Written by Jonathan Saar