The Value Of Scalable Word Of Mouth And Measurable Data On Social Media Marketing
Surprise, surprise: Barack Obama holds the top position for the most influential person in social media today, this, according to a Time magazine ranking. And who should follow right on the heels of the U.S. president? The other well-known “Justin” — Justin Timberlake; oddly enough, Bieber didn’t even make it to the top 50. Mrs. Michelle Obama, NJ Governor Chris Christie, Beyonce, and LeBron James all made it to the top 10.
The most influential people in social media — from Twitter to Facebook — hold the largest number of active, real (as opposed to bots) followers. Whatever they post, whatever content they have, social media users will be transfixed and they’ll be paying attention, keeping track, responding, and sharing posts. This extraordinary ripple that social media creates is precisely the kind of word of mouth that businesses need to invest in, and why social media marketing is a compelling, cost-effective, and inescapable approach to growing any business.
But world leaders and international celebrities aren’t the only ones pulling big followers and massive engagement in social media. The average person could still carry major influence with a huge network of people on, for instance, a Twitter account, by tweeting compelling and meaningful posts everyday — and this is why companies have started using Klout.
Klout incorporates more than 400 signals from eight different networks like Twitter, Facebook, Google+, Wikipedia, LinkedIn, etc., and uses all the information, highlights topics where people have the most influence, and then generates a score between 1 to 100. The higher the score, the greater the influence.
When Klout first came out announcing that it had come up with the algorithm to measure the importance of people in social media, it was met with mixed reactions. Some found it incredibly impressive while others were a bit more skeptical, especially when Klout first scored Bieber’s social media influence higher than President Obama’s; Bieber 100, Obama 58. But after fixing its algorithm to include 400 signals (e.g. Bing, Wikipedia, etc.) with social media activity, Bieber got a 95 and President Obama got a 99.
These days, Klout gets data for half a billion people and Web marketers use the company to target ads to wide ranging consumers, from CEOs to the most influential soccer mum in a community. Businesses can also use Klout’s data to prioritise certain consumers and to enhance customer service programmes. For instance, if a skincare company gets a complaint or review from a buyer and the buyer has a high Klout score, the company can act accordingly to prevent negative publicity or to maximise the exposure it has gained from the buyer.
Social media has become the go-to source for information, for news, for inspiration, for entertainment — for just about anything. It’s cheap. It’s instant. It’s become far more effective than launching an expensive mainstream media campaign because it’s able to reach a greater number of consumers. Whether you’re leveraging one social media network or using multiple sites to market and promote your business, pull relevant data and achieve that online word of mouth that will skyrocket your company to the top.