Originally posted on PR Warrior.

It was only a matter of time before Klout was discovered by the marketing industry for its power in being able to identify true influencers in key consumer categories.

Welcome to the world of Klout Perks

The video report below by Wall Street Journal online is compelling viewing for anyone interested in ‘what’s next’ in terms of marketing and communications – marketers, advertising agencies, PR people will all see huge opportunities in this new development.

Variety of tools

While I know many in the PR industry are already reaching out to influential people (heck, we’ve been doing it for decades, but now the influentials are just as likely to be ‘citizens’ rather than journalists), it still takes a bit of research and the use of a variety of tools.

More often than not these people are popular (in a niche) bloggers who are often also very connected elsewhere e.g. Facebook and Twitter. At Edelman, for example, we use proprietory tools such as BlogLevel and TweetLevel among other tools to try and measure people’s ‘influence’.

However, brands in the US are paying Klout to identify influencers in particular niches or categories. They then connect with these influencers, often giving them product to sample or inviting them to a special event.

Check out some of the results here.

What I like about Klout from a PR perspective is it doesn’t just measure followers like a lot of other online measurement tools do.

The Klout Score measures influence based on your ability to drive action. Every time you create content or engage you influence others. The Klout Score uses data from social networks in order to measure:

  • True Reach: How many people you influence
  • Amplification: How much you influence them
  • Network Impact: The influence of your network

If you haven’t already done so, give Klout a try.

I think we’ll be hearing a lot more about it in coming months!

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