Daily Archives: August 29, 2011

Klout DoublesThe Number Of Services It Measures

Klout just doubled the number of services it measures to determine your online influence, adding Blog

Klout Adds Blogger, Flickr, Instagram, Last.fm and Tumblrger, Flickr, Instagram, Last.fm and Tumblr to its scoring system.

The San Francisco-based startup, which is celebrating its three-year anniversary today, originally only took Twitter activity into consideration. Two years later, Klout addedFacebook.

But in June, it began factoring in LinkedIn. And within the past month, it integrated Foursquare and YouTube to its algorithm.

“The networks we launched today were chosen to give the Klout score a more holistic view of influence,” Klout CEO Joe Fernandez told Mashable. “By adding blogging, photos and music to the interactions that we are already measuring we are moving closer to our goal of providing a complete picture of your influence.”

Klout will calculate your influence on these new networks based on the ways you drive actions among your online friends, followers or subscribers.

“On Last.fm the amount of activity a user or listener generates on their profile will almost certainly be a factor,” Fernandez said. “Tumblr is a great example where reblogs and love are clear signals of influence, and Instagram provides likes and comments.”

Klout also plans to add more services such as Google+: “We are eagerly anticipating them launching their API. As soon as they make the data available we will be ready to add it to the Klout score,” he said.

If you log onto Klout, you’ll notice your dashboard now features grayed-out icons for the five newly-integrated services. Click on the icons to have Klout figure in your activity on those services into your overall Klout score.

“Today is actually the three-year anniversary of Klout and we wanted to show off the power of the platform we have built here,” Fernandez said. “The fact that we have launched eight other services — with five today — in the last three months is a testament to the hard work our team has done building a platform that can easily ingest any signal of influence.”

Aside from adding more services in just a few months, Klout also recently unveiled a +K button that allows you to give other users a +K on topics you think they influence. And brands have started offering perks to people with high Klout scores.

 


Facebook Places Pulled, Foursquare and Gowalla Rejoice

Rest in peace, Facebook Places. At least that’s what all 6% of the people who actually used it might be saying. It looks like Foursquare is going to win the location-based check-in service battle, as Facebook announced yesterday it would be killing the Facebook Places check-in feature within its mobile app.

Facebook’s Places feature, released a year ago, was thought by many to be a viable competitor to other popular check-in apps like Foursquare and Gowalla, given Facebook’s large user base. However, by last October, only about 6% of Facebook users were touching the service.

Facebook did reveal that, while it is killing Places, it will optionally add locations to users’ status updates or pictures. How useful will it be? Only time will tell, but we think not that useful.

Other check-in applications like Foursquare and Gowalla are likely doing the opposite of mourning Facebook Places’ death. Foursquare, which now has over 10  million users and more than half a million businesses offering deals in conjunction with check-ins, has been especially active lately, recently adding the ability for users to check-in to specific events rather than just the venues associated with them. The company has also partnered with several daily deals sites (LivingSocial, Gilt City, Zozi,  AT&T Interactive, and BuyWithMe), providing better deals to customers that check-in.

Marketing Takeaway

Social media platforms come and go every day. While it’s important to keep tabs on what’s new on the scene and how it can impact your marketing campaigns, be mindful that not every shiny new toy will serve a meaningful purpose in your marketing mix. Not every new social network will be as successful and useful as Facebook, LinkedIn, or Twitter. Similarly, not every successful social media tool will be applicable to every business in every industry.

Pay attention to how people are adopting use of new tools and trends. If they seem to be attracting use from your target audience, consider ways you can take advantage of their popularity in your marketing efforts. That said, don’t overly rely on any one tool. Considering the number of users and the widespread use of Facebook, Facebook Places seemed promising. Now look where it is…


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