What's the Score? The Ultimate Guide to Social Scoring


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If you're online, the chances are you use social media. A survey by Pew Internet research in February 2013 found that 67% of all US Internet users regularly visited social media sites; for those aged 18-29, this was closer to 90%.

Social media has become a ubiquitous communication method for millennials; it is also a major source of the explosion in human data that has occurred. More information has been produced in the last two years than the rest of human history combined, and 43% of the data gathered on people comes from social media. As you access sites like Facebook, Twitter and Google+ you leave what's been called a 'digital exhaust' of unstructured personal data. Your connections, your updates and your media creation can be measured, whether or not you consent.

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What's the Score? The Ultimate Guide to Social Scoring

  1. 1. What’s the Score? The Ultimate Guide to Social ScoringWHAT’S THE SCORE?The Ultimate Guide to Social ScoringAuthor: James Carson@mrjamescarson
  2. 2. What’s the Score? The Ultimate Guide to Social ScoringIntroductionIf you’re online, the chances are you use socialmedia. A survey by Pew Internet research inFebruary 2013 found that 67% of all US Internetusers regularly visited social media sites; for thoseaged 18-29, this was closer to 90%.Social media has become a ubiquitouscommunication method for millennials. It is alsothe catalyst for the explosion in human data;more information has been produced in the lasttwo years than the rest of human historycombined, and 43% of the data gathered onpeople comes from social media.As you access sites like Facebook, Twitter andGoogle+ you leave what’s been called a ‘digitalexhaust’ of unstructured personal data. From this,your connections, your updates and your mediacreation can be measured, whether or not youconsent.While Facebook is often touted as a ‘walledgarden’ due to the login, a vast amount of theinteractions are public. If you change your privacysettings, you can only see a limited amount ofinformation about yourself through accessing theFacebook Graph API, but many people choose toshare more information, or are ignorant of theirprivacy settings. Unless you choose to have aprivate account on Twitter, then everything youshare is public information. Think about all ofyour Facebook statuses and tweets ever – if you’rea daily user, that’s a lot of information.The growth in this kind of public data led topeople wanting to measure it, and this in turn ledto the creation of social scoring companies. Outthere in the big data swirl, for better or worse, youare being assigned a number – your digitalexhaust is being collected and analysed, and youare given a score to determine how influentialyou are. This score can then be passed onto othercompanies who may want to interact with you.In some respects, social scoring presents arevolutionary business opportunity; marketershave long sought the amplification of influencersto help spread their most important messages.When a publicly available score indicates this, thetime spent finding influential people decreases.With a list of influencers willing to promoteproducts, marketers no longer have to rely asmuch on advertising or traditional PR to get theword out. It’s a new era of the ‘citizen influencer.’But social scoring is a topic that divides crowds.There has been something of a public backlashagainst measurements that people may not haveconsented to, and the apparent arbitrariness of a‘score’ for influence.In his book Return on Influence: The RevolutionaryPower of Klout, Social Scoring, and InfluenceMarketing, Mark Schaefer writes, “I’m fascinatedby this intersection of unprecedented businessopportunity and extreme personal loathing.” AtFliptop, a user of publicly available socialinformation, we’re fascinated too, so we createdthis guide to better explain the realities behindsocial scoring.650,000 shares on Facebook650,000 shares on Facebook650,000 shares on Facebook650,000 shares on Facebook100,000 tweets100,000 tweets100,000 tweets100,000 tweetsevery minuteevery minuteevery minuteevery minute“I’m fascinated by this intersectionof unprecedented businessopportunity and extreme personalloathing.”Mark SchaeferPage1
  3. 3. What’s the Score? The Ultimate Guide to Social ScoringThe Rise of Social ScoringIn 2007 Joe Fernandez had jaw surgery and hisjaw was wired shut – even his mom couldn’tunderstand anything he said. The only way hecould communicate was through social media. Ashe did so, he began to realise that this newmedium was measurable. As people conversed,their interactions would be recorded. Word ofmouth was now scalable and the data was thereto measure it.When he could talk again in 2008, he moved toNew York City and attempted to get his friendsinterested in a business idea that matched hisrealisation. But social media usage was notubiquitous at this time – and Twitter was onlyreally getting started – thus Joe couldn’tpersuade his friends as to why it would be soimportant. Unperturbed, he couldn’t stopthinking about the idea of measuring onlineinfluence, so he hired a team in Singapore todevelop it. He publicly launched Klout inDecember 2008, and the next month he went tothe New York tech meetup, nervous aboutpresenting what he had determined as ‘thestandard for influence’. But he received a warmreception, and his company was born.Klout aimed to take publicly available data fromsocial networks and combine this to create apoint’s score, which is a measurement ofinfluence. A year later in London, social analyticscompany PeerIndex was born, while in 2011 Kredwas introduced by San Francisco basedPeopleBrowsr. There are numerous other servicesthat assign scores to social media activity, butKlout, Kred and PeerIndex are generally seen asthe leading companies for measuring influence,with Klout being the largest. Indeed, Kloutreceives more hits to its API from third partyapplications that all competitors combined.“In late 2007 I had jaw surgery that leftmy jaw wired shut for three months.During that time I had to completelyrely on Twitter and Facebook tocommunicate. This experience reallychanged the way looked at theseplatforms.The fact that I could instantly tell thepeople who trusted me the most myopinion on anything was amazing tome. It was the realization that word ofmouth was scalable for the first timeand even more exciting was the factthat the data was there to measure it. Ibecame obsessed with the idea of everyperson understanding and beingrecognized for their influence andKlout was born.”Joe Fernandez talking to The Tokyo TimesPage2
  4. 4. What’s the Score? The Ultimate Guide to Social ScoringHow is a Social Score Worked Out?Social scoring systems gather data from a rangeof different public data sources and use analgorithm to determine the score. While no onehas resorted to completely giving away the secretsauce, they are all quite transparent about howthe score is worked out.PeerIndex explains on its help page:“The PeerIndex algorithm recognizes the speedand quantity by which users spot, share (and thusendorse) content on any specific topic. Ourcontent recommendation decisions can thus beused as a proxy to measure our knowledge andauthority in a specific subject area. Your authorityon a subject is affirmed when the content youshare is approved - i.e. Retweeted, FacebookShared, +1ed or commented on, by someoneelse with authority on the subject.”Of course, since it’s an algorithm, the scores canpotentially be gamed, and if there are benefits togaining a better score, then some people willalways try to cheat it. There have been numerousblog posts about how it’s possible to game Klout,with examples of spambots being able to raisescores simply for being active. However, many ofthe posts pointing out flaws were published in2011. Since then, the social scoring companieshave become much better at measuringinauthentic behaviour, and carefully workingspambots out of the algorithm.“Despite decades of research andformulation of theories of influencein sociology, marketing,psychology, and political science,there has been no tangible way tomeasure this force rapidly,inexpensively, and across a broadpopulation. Until now.”Mark Schaefer“Social influence data as it standstoday is based primarily on onecore metric: public social profilesand footprints. So if you have yourTwitter account set to public, thencompanies like Klout and Kred willcreate you a ‘profile’ and allocateyou a score, based on theiralgorithm.”Danny Brown – Beyond Social Scoring –The Situational Factor of Influence“The potential for gaming of scoresis something we’ve been aware offrom the very beginning and a lot ofthe work in our algorithm has beento identify ‘true’ influence.”Azeem Azhar, CEO of PeerIndexPage3
  5. 5. What’s the Score? The Ultimate Guide to Social ScoringWhat Factors Make Up a Klout Score?Klout uses more than 400 signals from eight different networks to update the score. It states:“The majority of the signals used to calculate the Klout Score are derived from combinations of attributes,such as the ratio of reactions you generate compared to the amount of content you share. For example,generating 100 retweets from 10 tweets will contribute more to your Score than generating 100 retweetsfrom 1,000 tweets. We also consider factors such as how selective the people who interact with your contentare. The more a person likes and retweets in a given day, the less each of those individual interactionscontributes to another persons Score. Additionally, we value the engagement you drive from uniqueindividuals. One-hundred retweets from 100 different people contribute more to your Score than do 100retweets from a single person.”In simple terms, Klout explains it to be:You x Your Topics x How You Talk AboutThem x How People React = Your InfluencePage3
  6. 6. What’s the Score? The Ultimate Guide to Social ScoringWhy Do We Need Social Scoring?As social media came of age during 2008-2009and became a serious marketing channel, thenumber of metrics that could be used exploded.Traffic referrals, YouTube views, Twitter followers,blog comments and Facebook Likes had all beenadded to the metric soup.As the number of possible metrics grew,marketers became increasingly confused as tohow to tie this back to company Return onInvestment. This was not a direct responsechannel like search or email, and tracking actualtransactions was difficult.In an exasperated response, marketing strategistDave Berkowitz created a blog post entitled ‘100ways to measure social media’. There was clearlyno shortage metrics, but Berkowitz’s postparadoxically highlighted an embarrassment ofriches: there were now too many metrics andmarketers were progressively dumbfounded.How does having more blog comments orretweets translate into transactions? It’s a trickyquestion, and one that can’t be answered ingeneral terms.The Problem withConnection CountsMany marketers began to rely on socialconnection counts as the key indicator of socialmedia performance – particularly influence.Indeed, in the Technorati 2013 Digital InfluenceReport, Twitter Followers and Facebook Friendsstill came out on top as the metric to measuringinfluencer attributes. But there’s a hitch – it’s easyto buy fake Twitter followers and other fakeconnections.A recent article by Kevin Ashton, called ‘How tobecome Internet famous for $68’ illustrated thefallacy of credibility and influence beingdetermined by having a large number of socialfollowers or connections. He simply set up aTwitter profile for a Mexican motivational speakercalled ‘Santiago Swallow’, bought 90,000followers from Fiverr.com for $50, set up aWikipedia page and a personal website whileplaying a number of other tricks to increase thischaracter’s ‘fame’. Only that Santiago Swallowwas entirely made up.Serious BusinessFaking social followings and YouTube viewingcounts is a serious business, which is not confinedto the realms of the entirely virtual. In the 2012Presidential race, there was plenty of speculationthat Mitt Romney’s campaign team buying fakefollowers after sudden boosts in follower counts –although this could have been done by thirdparties. President Obama was far from squeakyclean either, with USA Today reporting that up to70% of his 18.8 million followers (as of April 2012)were fake.Just type ‘buy fake followers’ or ‘youtube viewclickfarm’ into Google, and you’ll be presentedwith a glut of websites offering services. It’s easyto buy fake followers, thus social following andview counts are regularly disingenuous. For thisreason, for many marketers they’ve come to beseen as a fairly meaningless vanity metric whenviewed in isolation. If you have 100,000 followersbut nothing else – much like Santiago Swallow –there is very little value given by the followers.Using social connection counts as a KeyPerformance Indicator is therefore somewhat of afallacy.In our Marketer’s Time SavingSurvey, 22.7% of marketersstated that they felt the difficulty inquantifying ROI was the singlebiggest problem with modernmarketing.Page4
  7. 7. What’s the Score? The Ultimate Guide to Social ScoringFinding True InfluenceSimply using the most available metric – thenumber of social connections – is clearlytroublesome for determining influence. It is notso much the number of connections thatsomeone has, as the number of connections theirconnections have, and the propensity of thoseconnections to engage with other people andamplify their message. Measuring thisamplification is a key factor in social scoring.But how do you find these influential people?Clicking around Twitter in an effort to find theinfluential people around a particular topic canbe time consuming. Social scoring can often aidthis process; through passing on an ‘influencerscore’, marketers are able to find influencers toconnect with quickly.Finding and engaging influencers has become aparticularly important facet of both social mediaand organic search marketing (SEO). Should yoube able to gain kudos from influential people,that kudos may be seen by a wide pool of otherinfluencers and potential customers – whichpresents value.“If John is followed by 50,000 peoplewho have no followers of their own, he isin a world of hurt compared with Jane,who is followed by 10,000 people whoare each followed by 1,000 others. Theguarantee of creating an opportunity tosee for 50,000 pales next to theopportunity to see for 10 million. Even ifyou assume that only a fraction of themretweet – say 10 percent – you’ve stillreached 1.1 million.”Jim Sterne, Social Media Metrics“It’s like the reverse of a sales funnel.The traditional advertising approachis to hit as many people as possibleand a few will funnel out at thebottom. We’re hitting a few keyinfluencers at the bottom and lettingthem tell the story to pass it upthrough the wider part of the funnel.”Joe FernandezPage5
  8. 8. What’s the Score? The Ultimate Guide to Social ScoringThe Benefits of Social ScoringSocial scoring assigns an ‘influence’ score topeople who are active on social media. You mightbe thinking, ‘So what? It’s just another number.’But as the social scoring companies matured,they came up with a number of methods formonetization, particularly in their ability to matchpeople they deem to be influential with brands.The primary method of monetization is through a‘perks’ program, which both Klout and PeerIndexrun. Indeed PeerIndex has positioned itself as acompany that ‘brings you exclusive rewards,offers and discounts because brands wantinfluential people like you to try their products.’The homepage of the site offers money off for aseemingly random collection of products, butlinking up a Facebook or Twitter account bringsmuch more relevant offers.Klout’s Perks program has existed since 2010, andhas enjoyed quite a high profile history. The perkshave often raised eyebrows in the marketingworld and made it into the tech press, while thecompany has been able to partner with illustriousnames such as Chevrolet, Audi and Disney. It’sbeen tremendously successful for Klout, with CEOJoe Fernandez claiming that 80% of companieswho sign up for a perks program come back formore.An Abridged History of Klout PerksOne of the most interesting prospects formarketers is that for every person invited to acampaign, around 30 pieces of content arecreated. Influencers are targeted, approached,and if they like the campaign, they will becomeadvocates through expressing their satisfactionon social media.“Influencer marketing is abouttargeting your promotional spendat the people who have realinfluence amongst their network ofcontacts. Deals services likeGroupon give money off deals to alland sundry, meaning that you’relargely going to end up targetinglow-value deal hunters.”Azeem Azhar June 23 – August 23, 2010In 2010, Klout was asked by VirginAmerica to find a small group ofinfluencers to spread the word abouttheir new Toronto route. Freeroundtrip flights to San Francisco or LAwere given to Klout’s top 120 Twitterinfluencers, who in turn tweeted 4,600times about the new route.2010201120122013September 8-15, 2011To coincide with New York FashionWeek, Floridian Bal Harbour Shops ranan exclusive event where entry wasgiven based on a Klout score of 40 orhigher. Klout also gained publicity byranking the Top 10 Fashion WeekDesigners according to their score.May 9th, 2012Coinciding with the launch of Klout foriPhone, the company gave visitors toSan Francisco International Airportwith a Klout score of 40 or higherexclusive access to Cathay PacificAirways lounge, usually reserved forbusiness class passengers.19thMarch, 2013Klout introduced Klout for Business ananalytical dashboard for businessowners to measure their interactivitywith influencers alongside Klout Perks.Page6
  9. 9. What’s the Score? The Ultimate Guide to Social ScoringGoing Beyond the PerksPerks appear to be just the beginning for socialscoring. The data captured by companiesinvolved could be used for a wider range ofmeasurement, and is likely to play an increasingrole in a data driven society.EmploymentAccording to an April 2012 survey byCareerbuilder.com, 37% of employers will view acandidate’s social media presence before aninterview. Social scoring gives a quick indicationfor an employer around an interviewee’s onlineinfluence – something that is likely to becomemore important in marketing jobs, as socialmedia expertise becomes an essential skill. MarkSchaefer’s book Return on Influence begins withthe example of marketing professional SamFiorella, who was rejected for a job for having anapparently lowly Klout score of 45.Personal FinanceA recent article in The Economist described howlenders and small banks are experimenting usingconsumers’ social media activity and score toanalyse their ability to repay loans. This isbecoming particularly important in Africancountries, where credit bureaus areunderdeveloped. Apparently having professionalcontacts on LinkedIn are “especially revealing ofan applicant’s character and capacity to repay”.One start-up US lender, Movenbank has launchedCRED, a financial credibility score that uses acombination of financial wellness, social mediametrics, and transactional insight, to assess alender’s financial health. CRED uses the figure tocalculate your monthly fees and interest rates,amongst others. The bank even offers members’rewards and incentives, including lower interestrates, for promoting the company on socialnetworks and getting friends to sign up.It’s also very likely that your social media activitywill affect your insurance premiums. Not only caninsurers look at public social media feeds forconfirmation of your whereabouts or activitiesduring claim periods, but your social score maybe an indicator of personal credibility.Social CurrencyEvidently, social currency is already in operationwith the perks programs offered by social scoringcompanies. Perks effectively pay recipientsthrough their benefits, whether they be inexperiences or trials of material goods.Paywithatweet.com has been used4.5 milliontimes to pay for goodsThere are also a number of ways that you can payfor goods through Twitter. Withpaywithatweet.com, products can be sold for theprice of a tweet, and this has been a popularexchange for selling documents on the web –indeed, this has occured 4.5 million times. Lastyear, a Twitter activated vending machine createdPR for BOS Ice Tea, while Twitter itself has alsoexperimented with the concept.A Twitter activated vending machinePage7
  10. 10. What’s the Score? The Ultimate Guide to Social ScoringSearch Engine OptimisationFor a long time, Google’s algorithm has relied ona system called PageRank, which ranks the valueof a web document according to its citations(links) from the quality and quantity of otherdocuments. With the social web, citation hasbecome increasingly fragmented; people nowshare documents via social media at a far greaterrate than websites link to each other.Additionally, who created the document, and wholinked to it, has not been factored in. With thelaunch of Google+, and the verification ofauthorship, this seems very likely to change.Indeed, Google Executive Chairman Eric Schmidthas hinted at Google’s desire to use verifiedprofiles in order to rank search results.In September 2012, Bing announced apartnership to ‘strengthen social search andinfluence online’, and more recently, it has beenannounced that Klout Expert Answers will go tothe top of Bing’s search results. Much like Google,Microsoft was watching as social media and websearch became increasingly merged. As citationsand shares from social profiles continues to grow,the ability to rank these citations for a searcherwill become paramount. Social scoring offers avaluable method for working this out.How to Improve Your SocialScoreSince having a higher social score can lead toperks, you may be wondering how you canimprove it and join the party. It’s important tostay active 5-7 days a week, keep your visibilityhigh across all social platforms, post engagingcontent, and stay true to your personal brand.Remember: it’s not about the number of friendsand followers you have; rather, it’s about yourability to move content through an interestednetwork.1. Plan and Build Your NetworkFind a topic of interest (this could be related toyour job, or a hobby) and search for peoplearound that topic. Don’t be afraid to connect withpeople with low social connections or socialscores - it won’t affect your personal influence,and can be beneficial for you in the long run.2. Create Meaningful ContentCreating compelling content that connects withan audience is crucial. Provide links, new articles,rich media (video, photos) coupled with tweets,to create content that people can benefit from.Stay on topic with content you want to beassociated with to increase your topical influencescore.3. Start ConversationsAsk questions about your topics at high postingperiods. For instance, if you’re interested inparticular TV shows, tweet about them whenthey’re on air to drive engagement. Aim to getretweets and drive conversations.4. Engage with InfluencersFollow leaders in a chosen topic and jump intoconversations. Retweet, respond to questions,but make sure you can answer back.5. Link all Your Social Network AccountsOn Klout, you can link up to 8 social networks.You might be most active on Facebook andTwitter, but if you’re on others, connecting themcan contribute to your score too.“Within search results, informationtied to verified online profiles willbe ranked higher than contentwithout such verification, whichwill result in most users naturallyclicking on the top (verified)results. The true cost of remaininganonymous then, might beirrelevance.”Eric SchmidtPage8
  11. 11. What’s the Score? The Ultimate Guide to Social ScoringThe Social Scoring BacklashIn the introduction we highlighted that socialscoring was a topic that polarised opinion. Soalong with explaining the benefits of the systems,it’s important that we also detail some of theconcerns.You Can’t Put a Score onInfluencePerhaps the main objection around social scoringis that ‘you can’t put a score on influence’, andthat the numbers are simply meaningless. Afterall, measuring a person’s online interaction andconversations is not the same as measuring theirability to influence decisions. Offline influence isnot practically measurable in the same way, sincea much smaller proportion of offlineconversations are recorded. Consequently, therehave been some odd results; it wasn’t until anupdate to Klout’s algorithm in April 2012 thatBarack Obama surpassed Justin Bieber on Klout.Influential on {random topic}People have also been critical of the seeminglyrandom assortment of topics that people mightbe seen as influential on, which are mistakes ininterpretation by the algorithm. For instance,Klout mentions one of my topics to be ‘angelinvesting’ – a subject I have seldom discussed ormentioned in a social media conversation. WhileKlout does a pretty good job with my topics –SEO, social media and books –I’ve seen enoughtweets expressing confusion at topic selection. ‘Itthinks I’m knowledgeable about pizza,’ I’ve seen asocial friend say – but it’s really that they’ve beentalking about ordering a pizza in the last coupleof days.Algorithms can be gamedFundamentally, Klout is an algorithm, and whileKlout does occasionally make human basedtweaks to profiles and scores, a lot of people haveexpressed doubts about having their personalmerit reduced to an online figure – particularlywhen they haven’t opted in. We’re potentially leftwith unsettling feeling: social scoring is acombination of technology and personal brandthat directly correlates the success, failures oreven the lack of our online persona with reality.Suddenly, personality is reduced down to a seriesof calculations and algorithms, rather than truehuman influence – which is by its natureextremely difficult to put a figure on.It’s also just as possible to game algorithms asmuch as it’s possible to buy fake followers. Justlike SEO and Google, there are plenty of peoplelooking at ways to take shortcuts with socialscores to gain perks. Even buying fake followerscan potentially increase your social score.Social Media HierarchyFurthermore, since scores are often heightenedby interaction with people who are moreinfluential, it creates a hierarchical system – adigital elite that get to ‘go behind the velvet rope’and enjoy perks. By its nature, this seems ratheragainst the flat democratic structure of the web,so lauded in books like The Cluetrain Manifesto. Insome respects, social scoring could be seen as anantagonist to some of the web’s key benefits.Perhaps Klout’s most difficult period came inAutumn 2011. First of all an algorithm update hita number of Klout scores significantly, and peopletook to Twitter using #OccupyKlout to protesttheir vexation.Privacy ConcernsJust a month later, the New York Times added tothis controversy by highlighting that Klout wascreating profiles for minors. Klout CEO JoeFernandez responded in a blog post stating the‘We Value Your Privacy’ and quickly rolledchanges back, stating on the subject of privacy onthe social web: ‘like Facebook, Google, and nearlyevery other company in this space, we areworking hard to figure this out, but will notalways get everything right.’Of course Klout is aware of the cases againstsocial scoring – and CEO Joe Fernandez has beenextremely active on social media himself tocounter them. Social scoring companies cannotaccess private social media data unless you givethem direct access by signing up to their services.If you are concerned about your online privacy,then it is your social profile privacy settings,rather than social scoring companies, that youshould be concerned with. Additionally, even ifyour profile is public and you want to keep it so, itis possible to opt out of Klout on their privacypage..Page9
  12. 12. What’s the Score? The Ultimate Guide to Social ScoringSocial Scoring and the Future: The Age of Big Data“The 1:1 future holds immense implications for individual privacy, socialcohesiveness, and the alienation and fractionalization that could come from thebreakdown of mass media. It will change forever how we seek our information,education, and entertainment, and how we pursue our happiness.”This quote was taken from Don Pepper’s andMartha Roger’s seminal work The One to OneFuture: Bulding Relationships One Customer at aTime, published in 1993. Twenty years on, itseems as relevant today as it did then; we are onthe verge of another data revolution – and thefuture looks bigger this time.Social scoring was born out of the availability ofpublic social media data. We’re now entering theage of ‘Big Data’ and there’s a clear opportunityfor social scoring to be an important player in anew era.For consumers, there are four main ingenuitiesthat will drive the amount of recorded data:The Ubiquity of Smartphones:In the Western World,smartphone saturation is likelyto come in the next two years.In 2014, mobile Internet trafficwill surpass desktop Internettraffic. The applications used insmartphone ubiquity will recordmuch more of our existence.Augmented Reality: While it’s existed throughsmart mobile devices for some time, augmentedreality has yet to ‘tip’ – largely becausesmartphones are not great devices for creating it.However, Google Glass will be released to thegeneral public in 2014 – this is likely to be theaugmented reality gamechanger. The amountof recorded real worlddata will increase assuch devices aredistributed.The Internet of Things: Imagine a kettle thattold you it needed to be replaced because it wasbelow the efficiency recommended by an energycompany’s database. Household objects willslowly become integrated into the World WideWeb and their actions measured and recorded.The Quantified Self: There will be more andmore applications that allow us to measureourselves, whether that be in our work lifeproductivity, or in our physical prowess. To somedegree, the quantified self already exists withapplications like Nike+ and Fuel Band, but thenumber of possible data points will likelyexplode.Data production is estimatedto be 44 times higher in 2020than it was in 2009What we’re facing is a data mountain – such atidal force of measurement that it will take someserious algorithms to make sense of it all.Social scoring will likely adapt as more datapoints become available. For instance, with theInternet of Things, Augmented Reality andQuantified Self, it will occur that far moreactivities which we now consider ‘offline’ will berecorded. Thus what is interpreted to be ‘realworld’ influence can also be better explored.We are just at the beginning. Companies whohave already been exploring social influence arewell positioned to make sense of the datamountain. Having crunched a wide range offactors to come up with numbers for influence,they will look for new ways to interpret the newinflux of data points – whether it to be tocontribute to the social scoring eco-systems ornew ventures.Page10
  13. 13. What’s the Score? The Ultimate Guide to Social ScoringReferences and CitationsSocial Media• Pew Internet: Social Networking• Filtering the digital exhaust by Laura Hazard Owen on Gigaom• Getting Started: The Graph APIHow Klout Was Started• Where did Joe Fernandez go in Singapore to build Klout? on Quora• Founder Stories: Joe Fernandez of Klout by Ejovi Newere on The Tokyo Times• The Remarkable Story of How Klout Was Founded by Mashable VideoHow Social Scoring Works• How is my PeerIndex calculated?• The Klout Score – How it Works• Beyond Social Scoring – The Situational Factor of Influence by Danny Brown• Here is How You Can Game Klout by Yousaf Sekander on Rocket MillProblems with Social Media Measurement• 100 Ways to Measure Social Media by David Berkowitz on Marketer’s Studio• How to become Internet famous for $68 by Kevin Ashton on Quartz• Mitt Romney’s Fake Twitter Follower Problem by Will Oremus• Obama has millions of fake Twitter followers by David Jackson on USA Today• Which Celebs Have Been Buying Fake Followers? by Adi Gaskell on Technorati• Fake YouTube Views Cut By 2 Billion As Google Audits Record Companies’ Video Channels on HuffingtonPost• How to use social proof to increase conversions by Blair Keen on Econsultancy• Q&A: PeerIndex CEO Azeem Azhar by Vikki Chowney on EconsultancyKlout Perks• Klout for Business• Cathay Pacific Opens SFO Lounge to Klout Users by Don Hoang on The Official Klout Blog• You must have a Klout score of 40 or more to get into this Fashion’s Night Out party by Sherilynn Macaleon The New Web• Top 10 Fashion Week Designers by Lan Nguyen on The Official Klout Blog• Spotlight on Klout Perks: Virgin America Campaign by Megan Berry on The Official Klout BlogImproving Your Social Score• 5 tips on how to improve your Klout score by Ayelet Noff on Social Media.biz• How to Improve Your Klout Score by Kayla Maratty on Digital Investments• 7 Surefire Ways to Increase Your Klout Score on MashableSocial Scoring and Personal Finance• Employers are Scoping Out Candidates on Social Media – But What Are They Finding? Infographic onCareerbuilder.com• Stat Oil: Lenders are turning to social media to assess borrowers on The Economist• Movenbank Announces Completion of US$2.41m Seed Round Funding on PR Web• The Facebook mortgage. Could social data be used for credit scores? By Craig Le Grice on Econsultancy• Paywithatweet.com• Twitter-Activated Vending Machine Launched in South Africa by Mfonobong Nsehe on Forbes• NO CASH? Don’t worry – our vending machine dispenses goodies for a single Tweet.Page11
  14. 14. What’s the Score? The Ultimate Guide to Social ScoringSocial Scoring and SEO• From Authorship to Authority: Why Claiming Your Identity Matters #smxlondon by Gianluca Fiorelli onState of Search• Ranking Authors in Social Media Systems Microsoft Patent• Identity as a search ranking factor by Peter Meinertzhagen on Econsultancy• Bing and Klout Partner to Strengthen Social Search and Online Influence on Bing Search BlogSocial Scoring and Privacy• When Sites Drag the Unwitting Across the Web by Somini Sengupta on New York Times• We Value Your Privacy by Joe Fernandez on the The Official Klout Blog• Klout and Your PrivacyCited Books:• The One to One Future: Bulding Relationships One Customer at a Time by Don Pepper’s and MarthaRogers• The Cluetrain Manifesto, various authors• Return On Influence: The Revolutionary Power of Klout, Social Scoring, and Influence Marketing by MarkSchaefer• Permission Marketing: Turning Strangers into Friends and Friends into Customers by Seth Godin• Social Media Metrics: How to Measure and Optimize Your Marketing Investment by Jim SterneInfluential People on Twitter Relevant to Social Scoring:• Kevin Ashton – Author of How to become Internet famous for $65• Mark Schaefer – Author of Return on Influence• Joe Fernandez – CEO of Klout• Azeem Azhar – CEO of Peer IndexAbout the AuthorJames Carson is a digital marketing consultant based in London. He is a regular writer for Econsultancy, Stateof Search and Smart Insights, as well as a regular speaker on digital marketing topics in the UK.• Follow him on Twitter• Find him on Google+Page12