Using Klout to Measure Your Social Media Influence

Using Klout to Measure Your Social Media Influence:
How Reliable Is It?

Have you heard of Klout? It’s a tool that measures your influence on customers, clients, or anyone else who follows you through social media. It has its flaws—we’ll discuss those in a moment—but it’s useful because it offers yet another way to measure your ROI. Whether you’re a marketer or business owner, you want to be sure you’re spending your time and money wisely, and using strategies and tools that accomplish your social networking goals. Klout can help you do that, although we don’t recommend you reliably on it to the exclusion of other tools—at least, not yet.

Currently, Klout is being used to: 

Generate guest lists for special events. Last year, Virgin America used Klout scores to find and invite guests to their Toronto Launch Event. Qualified “influencers” were flown free to the party. [1] To their credit, Virgin America told guests that they were not obligated to Tweet or blog about the event if they accepted the invitation. They also asked guests to disclose their free flights if and when mentioned the event or company.[2]

Offer product samples for review. Popchips, a company that makes all-natural snacks, has used Klout to find snack-food “influencers.” Those people received free samples of Popchips when the company started marketing their products in new cities.

Research and find bloggers. Services like Blogdash help companies find individual bloggers who have influence regarding their products or services. The Huffington Post has started putting a widget below each of its article, so readers looking for more information on the topic can find the top influential bloggers. [3]

Klout isn’t perfect. One objection users raise is that it leans too heavily on Twitter, even though it’s integrated into Facebook. Some users also criticize its algorithmic formula, saying human analysis is still needed to determine exactly how we influence each other, and why. [4] Others are already figuring out ways to “game the system,” or persuade followers to cite them as influential about certain desired topics. That kind of misuse turns Klout into a popularity contest, and skews results, rather than allowing it to work as a genuine analytical device.

Will Klout address these and other issues, and emerge as a worthy competitor to other ways of measuring your social networking outreach? Can Klout eliminate its current potential for abuse and bias? A new report says that Facebook lost about 6 million U.S. users in May, although it continues to grow overseas. Will new players like Klout move in to claim the social networking field? We’ll be watching to find out, and we’ll keep you posted.

 

 

If you’d like to know more about Professional Mojo, give us a call at 678-561-6656 or email us at Info@ProfessionalMojo.com.

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Facebook Makes Big, Beneficial Changes – What You Need to Know

Facebook Makes Business Page Changes

Facebook Makes Business Page Changes

Facebook has rolled out several new changes to the way we can interact and administer business pages, both improving access to metrics, improving ease of admin and improving search engine results.

1) You can now access all of your pages from a new location. Click Home, then Pages. You can now see ALL of your pages listed along with last update, activity and more. It’s a great and convenient way to look at the high-level engagement metrics for your pages.

2) TAG – You’re It for People: It’s even easier to tag friends in posts. No longer is the @ sign required. Just start typing and the list will pop up. choose from there.

3) TAG – You’re It! for Business: Starting today (5/12), Facebook will allow you to tag business pages in photos. This is a huge step to again improve the engagement between your business and the customer. By tagging, your search engine optimization could be very positively impacted. Right now, Facebook only allows this for pages that are in the brand, product or people category, but will likely roll it out to other categories over time. (http://www.facebook.com/notes/facebook-pages/feature-launch-photo-tagging-for-pages/10150168953654822)

How Does This Affect Photo Privacy?

Just remember that your privacy is your responsibility and is reliant on which settings you choose for your account. If a photo post is enabled to “everyone,” then it can appear publicly on the Photos tab of the Page and the Page admins can see it. If it is, published for “only friends”, than the permission will only be granted to your friends to view your photos.

So You’re Not Steven Spielberg

YouTube and Social Media

Get Started on YouTube

Let’s say you’re not Steven Spielberg, award-winning director and producer of Saving Private Ryan, Schindler’s List, and over a hundred more memorable, entertaining films. (That is, unless you really are Spielberg, in which case you’ve just proved, by reading this, that you’re also a savvy marketing strategist). We at Professional Mojo aren’t Mr. Spielberg either (in case you were wondering).

But you’re probably not Mr. Spielberg, and maybe you don’t know your way around today’s video cameras. Technology changes fast, and many of the new cameras offer features that can seem unfamiliar and confusing.

But no doubt you’ve also seen plenty of YouTube videos, so you know that people are using these cameras to shoot and upload footage. Some of the videos out there are simply intended to be cute and funny, like the ones with kids and kittens.

But there’s a lot more to YouTube than kittens.

Did you know that approximately 85% of the total US internet audience now watches online videos? Of those videos, about 43% come from YouTube. Think of it: when you create a video for your small business, YouTube gives you the potential to reach thousands or hundreds of thousands of consumers, customers, and clients.

Statistics show that YouTube hosts around 144 million—that’s so impressive, let’s say it again—144 million UNIQUE visitors each month. That’s about one-third of the U.S. population. Since Google purchased YouTube, YouTube has also overtaken Yahoo as the second most popular search engine, which is great for search engine optimization words.

See where we’re going with this? YouTube is a powerful, exciting marketing and social media tool.  If you aren’t using it, it’s time to start.

You don’t have to be a Spielberg to shoot a 30-second clip that promotes your product or service on YouTube, which is free, easily accessible, and unbelievably popular.

YouTube has features that allow you to cross-promote your small business and build communities. Users and viewers can share videos via Facebook, Twitter, Stumbleupon, and other networking platforms.

YouTube is instantaneous. With a few clicks, you can send a video promoting your business to all your contacts at once, immediately reaching your target audience and, if you wish, everyone in your personal, social network.

In our next post, we’ll tell you how to choose a video camera wisely, to get you on the way to recording your own YouTube content. As they say, see you at the movies.

 

 

Source for YouTube statistics:  http://www.youtube.com/watch?v=lFTHOkCj0-I

 

Social Media: That First Date is Important

I almost hate to use the words social media on a first date with a prospect. They have a hollow ring now that the bandwagon overflows with newbies, wannabes, could-have-beens and once-weres. I don’t blame anyone for looking with suspicion on those who yap incessantly about this being their ‘sweet spot’ and having a ‘deep and thorough understanding’ of this ‘cutting edge technology’, being able to find ‘thousands and thousands’ of followers, or who ‘are native’ to the ‘digital language’.

Pfffft. That’s what I think of it. None of that means anything. Not. A. Thing.

If I were you, what would I want to ask on a first date with a prospective marketing partner? Well, surprise, the same things we’ve always wanted to know. I want to see sound planning and strategy. I want to see real results for real clients. No, no…not the ubiquitous ‘buzz’, but real results that track back to the business objectives.

Does this sound familiar? It should. Good processes, good planning and sound strategy have been the hallmarks of great marketing and advertising since the first wooly mammoth steak was marketed to the tribe. Ask your date how much she knows about your business, your industry and how your business objectives can be achieved in measurable ways using new media – in conjunction with your overall strategy and your other channels.

If you don’t get a good answer, I hope you didn’t pay for the dinner. Move on.

Marketing, Advertising and PR: Oh, my!

In the good ol’ days, public relations was public relations, marketing was marketing and advertising was advertising. But, this isn’t the good ol’ days and the times are a’changing.

As the online and offline communication channels continue to mix and mingle like a pile of spaghetti on my plate, organizations are finding that it’s the

From FreeDigitalPhotos.net

Communication and marketing roles are mingled like spaghetti on a plate. Are you ready?

communication that matters – not who does it or what department it originates from. Has your organization gotten the message yet?

A new breed of communications Zen-master is emerging (we like to consider ourselves doyens, too~) and exhibits some key characteristics:

1) A keen understanding of public relations: Good press still matters. In fact, given the prevalence of crazy, anonymous bad reviews out there, it matters maybe more than ever. You are what the Internet says you are, and a good public relations partner who understands the nature of the offline/online relationship can make a world of difference.

2) A strategic marketing gift: Living inside your company’s print or online marketing bubble is no longer an option. Every marketing channel affects the other.  Your offline objectives and online objectives should inform each other. Integrating that with a whip-smart PR plan is a no-brainer. And it takes a big brain to see the big picture.

3) A flair for advertising: Most folks don’t know the difference between advertising and marketing anyway. Advertising is a single component of a strategic marketing process. As a friend of mine said, “If marketing is the pie, then advertising is a slice in that pie.” It includes ad development, placement, and more.

Your online and offline portfolios are made up of all of these areas, and your partner should understand how they fit together to create an irresistible story for your prospects.

Professional Mojo is a full-service marketing company specializing in telling your story irresistibly and consistently across all channels. We specialize in creating compelling online portfolios. Contact us for more.

In online reputation management, you get what you pay for.

ProfessionalMojo Marketing - Trusted Partner

Choose your social media partner wisely. We can help.

While doing some research, I recently came across a company who said they were specialists in “protecting your online reputation” and “managing your Twitter, Facebook and blog assets”.  Then, they pointed the website visitor (in this case, me) to their Facebook page and Twitter account as evidence, I suppose, of the quality of their work.

Here is what waited for me on those pages:

  • Bad grammar, typos and misspellings galore: How can a company possibly represent your brand when they can’t even utilize correct grammar and use the spell check?  The type of syntax reminded me of what you find in those spammy emails from foreign countries, which made me suspicious if the “posting” was being done off shore.
  • A propaganda stream: While one of the blog posts talked about social media being a dialog, there was zero indication that they lived by what they preached. There were few retweets, few replies and a steady stream of nonsense and propaganda.  At Mojo, we pride ourselves on tight messaging and relationship-building.  Again, they didn’t know what to say on their own stream, how in the world could they represent someone else’s brand?
  • Inappropriate comments: Would you want folks to see curse words and, um, racy remarks?  Well, whoever was posting to this stream sure did.  What if that was your brand? Your B2B dialog with partners, vendors, alliances, customers would be at risk…ugh.

Look, in this economy, we are well aware that the “new normal” isn’t really normal at all. As business people we are looking for ways to maximize revenue, increase profits and decrease expenses. It’s as simple as that.  However, you should not cut corners where your brand is concerned.  Putting your online reputation, one that is potentially cached forever, into the hands of companies who don’t speak the language well, don’t understand your business and have no proven methodology is just plain craziness.

Before you decide to contract with a provider, take a hard look at what they are doing.  Unfortunately, there are quite a few companies out there like the one I mentioned above. They decided to set up shop to capitalize on social media, not to create a long-term client relationship built on real results.

Be careful and vet them thoroughly:

  • What is your methodology?
  • Who else have you done work for?
  • What were the results?
  • Will you show me your own streams and community?
  • What testimonials do you have?
  • Who is doing the work?

Your reputation is easy to mess up and hard to fix.  Just sayin’.

If you are interested in vetting Professional Mojo, we welcome it.  Our Mojo Messaging Methodology is tight, we have over 20 years of marketing experience and we know how to develop an online portfolio, website and print suite that works for your business.  Contact us for more.

Facebook’s New Look – What you need to know now.

Facebook just rolled out a new home page layout that is supposed to improve your user experience.  My first impressions are that it is easier to find the things I use most on my homepage. Let’s take a tour and if you still have questions, make sure you sign up for one of our cost-effective, business-focused online workshops

1) Quick view friend requests, messages, and notifications: Notice three new icons on the top left area of the home page. You’ll see little red numerical indicators when you have items that need your attention.

2) Easier access tool area: The left sidebar now holds the key areas that you might use most, including messages, events, photos, friends, and more.

Facebook's new look

Facebook's new look

3) Quicker and easier to see who’s online and to chat with them: I’m growing fond of the Facebook chat feature, but disliked going to the bottom right corner to see who’s on. Seemed cumbersome. Facebook has remedied that with the “who’s online” feature.
4) Easier access to the Home, Profile and Account options: These often-used tools are now in the upper right corner of screen. One of the nicest changes is the more intuitive Account menu, which gives instant access to friends, account settings, privacy, credits, and more. You can logout directly from that menu, as well.
5) The Photos area is much more powerful:  Search is at the forefront of Facebook’s new design and it’s clear when you click on Photos. the pics are larger and the search bar is prominently displayed.
Facebook's New Look - Photos

Facebook's New Look - Photos

Our overall first impression is pretty good. Everyone has their preferred way of accessing most-used tools, but for me this was a welcome change. I found the left sidebar more intuitive, the messaging a help and the improved search a big benefit. 
What do you think of the changes?
For more on using online marketing to reach your customers, members, donors and prospects directly with the right message, visit Professional Mojo. Our cost-effective monthly group mentoring, online workshops and full service packages can make the difference in your 2010.
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