As tempting as it might be to have one super metric that allows you to go to your bosses and show how successful your brilliant social media strategy has been, please do us all a favor and resist the impulse—especially if the metric you’re going to choose is Klout.
It seems like a fine enough idea in theory: one score that ranks how successful you are at engaging with your audience across multiple platforms, but in practice it promises one thing and delivers something much less useful, more opaque and occasionally even annoying.
First, you aren’t the user of Klout. You’re the product being sold by Klout to marketers. Advertisers and brands covet so-called influencers, people who will tweet, tumbl, or post to Facebook about the fantastic Klout Perks they’ve been given and therefore spread the word about a product much more cheaply and effectively than display advertising.…Read More