Measuring Digital Influence: Kred, Klout - Are they good?


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Class lectures for Comm 399: Fundamentals of Social Media, Fall 2012, Department of Communication, Shepherd University.

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  • Answer: yesShe’s a thought leaderHas over 4000 followers on google, similar on RSS‘online beuty resource for product reviews….’
  • Answer: yesShe’s a thought leaderHas over 4000 followers on google, similar on RSS‘online beuty resource for product reviews….’
  • Measuring Digital Influence: Kred, Klout - Are they good?

    1. 1. Strategic Social Media: Intro to Social Media Monitoring Professor Matthew Kushin, PhDShepherd University | Department of Mass Communication | 2012
    2. 2. Review Last Class  Real Time Web Today  Content sites (blogs, websites)
    3. 3. Determining influence for sites Traditional perspective  Some sites get more traffic  Perceived as more credible and authoritative
    4. 4. Case Burt’s Bees Scenario  Burt’s bees has new lip balm  Wants to get the word out
    5. 5. Exercise Would Does Burt’s Bees care about this site? Go to the site, you have 2 minutes with your team to decide yes or no – and what your reasoning is.
    6. 6. Influence? Did you check her about page?  Claims 250-300k page views (that’s not individual people, but total views) per month She did review their lip balm!  bees-lip-shimmer-lip-balm.html
    7. 7. Page Rank Let’s look up her site ranking on Quantcast & Technorati:  Technorati search  Quantcast search
    8. 8. Limitations Technorati and Qualtrics are very limited Sites must be very popular to make ranking Have to be registered to Qualtrics to be measured
    9. 9.  The size of networks to cause effect is irrelevant. The idea that only large networks can cause effect is a myth. You must understand how influence spreads. Now, you can connect with people based on common interests through the influential voices who are frequently the hub of important conversations…”Source: David Armano, Executive Vice President, Global Innovation & Integration at Edelman Digital, as cited in Solis (2012)
    10. 10. A Strategic Debate Keep goals in mind  Are you better to get the word out to a lot of sites like missnattybeauty with a targeted audience in the interest graph?  Or to stick with the mass appeal, social graph of wanting as many people as possible to learn about the new balm? It is a decision you must make, try, & evaluate
    11. 11. Influence MeasurementTools: Content Sites
    12. 12.  Page Rank Sites  Quantcast  Technorati  SiteTrail Other Blogs  – blog section  <- Most relevant and top end up high in search results
    13. 13. Traffic / Authority/ Popularity Sites offer relative measures of traffic, authority, popularity
    14. 14. Site Demographics
    15. 15. Considerations Site Stats  Is traffic volume important? Authority (make sure you’ve read Technorati article!) Are people engaging with this site?  Via comments in posts. Is the demographic of the site in line with your target demographic?
    16. 16. “Influencers” Competition, Part 2 Your employer, Burt’s Bees, has a new lip balm and wants to get the word out via social media….
    17. 17. NEW OBJECTIVE!! Burt’s Bees want people to TRY the new lip balm Outcome type:  Behavioral – take action to purchase a new lip balm
    18. 18. Goal Burt’s Bees has a new lip balm that doesn’t taste bad!! Answer the question:  What 4 sites influencing the conversation about Burt’s Bees should we contact given the objective of getting people to try the new lip balm? Your team’s goal is not only identify influencers – but to find the most relevant influencers!
    19. 19. Summary: Influence Interpersonal influence impacts decision-making; media content influences knowledge gain Similarity in characteristics essential to influence Digital influence is difficult to determine and measure Prioritize Goals and desired effect Determining important influences = trial & error