#measurePR Twitterchat transcript 6-21-11

Time(PDT) Username Update Im heading into #measurePR with @meganberry -‐ snooze me for the next hour 6/21/11 8:58 shonali if youre not interested! And... its time! Welcome to the bi-‐weekly chat on all things PR & SM-‐ 6/21/11 9:00 shonali measurement related. Whos joining today? #measurepr Our guest today is @meganberry of Klout. Thanks for braving the hordes, 6/21/11 9:00 shonali Megan. :) #measurepr RT @shonali: And... its time! Welcome to the bi-‐weekly chat on all things PR & 6/21/11 9:01 kmueller62 SM-‐measurement related. Whos joining today? #measurepr Well start the chat soon, but as you settle in, please introduce yourselves, who 6/21/11 9:01 shonali you are, what you do, etc. #measurepr Ill start: Im a #solopr pro in the DC area, measurement fiend (hence this chat), 6/21/11 9:01 shonali @SAISHopkins faculty & @wgbiz editor. #measurepr 6/21/11 9:02 meganberry @shonali thanks for having me! #measurepr 6/21/11 9:02 shonali @kmueller62 Hiya! Are you joining? Great to have you if so! #measurepr Few things before we get started (we have a LOT of questions to get through 6/21/11 9:02 shonali today)... #measurepr 1, remember to use the hashtag AND index your tweets w/ Q no. E.g. "Re: Q1" 6/21/11 9:03 shonali or "A1," etc., when youre chatting. #measurepr 6/21/11 9:03 mikedonatello o/ VP of research at Bulletin News, LLC #measurepr 2nd, we have groups on Facebook & LinkedIn, if youd like to join, just search for 6/21/11 9:03 shonali the hashtag. #measurepr 6/21/11 9:03 shonali @kmueller62 LOL! #measurepr Got questions about @Klout? Check out @shonalis #measurePR, with guest 6/21/11 9:03 prtini @meganberry. Twitter chat taking place right now! Good morning from Anchorage. Im an independent pr/comm counselor. 6/21/11 9:03 mdbarber Looking forward to learning more about @klout. #measurepr 6/21/11 9:03 shonali @mikedonatello Hey, Mike, thanks for joining! #measurepr RT @prtini: Got questions about @Klout? Check out @shonalis #measurePR, 6/21/11 9:03 midlife_celiac with guest @meganberry. Twitter chat taking place right now! 6/21/11 9:03 shonali @mdbarber Great to see you! #measurepr Checking out this weeks #measurepr chat. RT @shonali: And... its time! 6/21/11 9:04 CARMA_Tweets Welcome to the bi-‐weekly chat on al… (cont) http://deck.ly/~1zhBR 3rd, this is where all chat recaps/transcripts are posted: http://ow.ly/3OdC8 6/21/11 9:04 shonali Might want to bookmark it. #measurepr 6/21/11 9:04 SandraSays Joining the #measurepr conversation today 6/21/11 9:04 shonali @midlife_celiac @PRtini Thank you! #measurepr Apologize to rest of my followers for all the tweets 4 the next hour. If youre into 6/21/11 9:04 mdbarber measuring comm, or want info on Klout, join #measurepr 6/21/11 9:04 40deuce Hi #measurepr folks! Am I late? #measurepr Hi there -‐ Ted Weismann with @LPP_PR in Boston. Great to be here and chat 6/21/11 9:04 TedWeismann with @meganberry and others. #measurepr Hi everybody! Im a young PR professional at a marketing firm in Philadelphia. 6/21/11 9:04 Elaine_Hughes Looking forward to my first time at #measurepr 6/21/11 9:04 shonali @CARMA_Tweets Great to see you! #measurepr 6/21/11 9:04 mdbarber @shonali I try to be here. Really interested in this topic. #measurepr 6/21/11 9:04 shonali 4th: Ill be sending questions to @meganberry, but all are welcome to chime in.

If you have MORE qns for her, please DM to me. #measurepr 6/21/11 9:05 40deuce Sheldon, community manager for @Sysomos here! #measurepr Its been a while since Ive been able to attend, but Im ready to join in for 6/21/11 9:05 TRGioia #measurepr!! @Elaine_Hughes A newbie! Welcome. :) @tedweismann Great to see you again, 6/21/11 9:05 shonali and also @40deuce #measurepr 6/21/11 9:05 KRKring When is it? RT @SandraSays Joining the #measurepr conversation today 6/21/11 9:05 shonali @sandrasays Hiya! #measurepr 6/21/11 9:05 shonali @krkring Right now! 12-‐1 pm bi-‐weekly on Tuesdays. #measurepr 6/21/11 9:05 shonali @TRGioia Great to see you! #measurepr 6/21/11 9:06 shonali @wabbitoid LOLOL! Ill be posting a recap/transcript for sure. #measurepr 6/21/11 9:06 shonali OK -‐ about to kick off with Q1 -‐ lots to get through today! #measurepr 6/21/11 9:06 annebuchanan Hello #measurePR gang. Anne from @BuchananPR in Philadelphia. Hi, first time joining. Glad to be hear! 6/21/11 9:07 Sandee_Jackson #measurepr Popping in again; Ill be doing lots of listening today. Ligaya from @crttanaka in 6/21/11 9:07 kauaiianSun Los Angeles here! #measurepr Q1: Why should we take Klout seriously? Doesnt seem to have rhyme/reason 6/21/11 9:07 shonali right now other than tweeting a lot (from @MattLaCasse) #measurepr @shonali Thanks, been wanting to get in with ya on these, always more to learn 6/21/11 9:08 wabbitoid IMHO. #measurepr 6/21/11 9:08 shonali @kauaiianSun @Sandee_Jackson @annebuchanan Welcome! #measurepr @wabbitoid Definitely, for all of us. Also, I like how you spelled "bizzy". ;) 6/21/11 9:08 shonali #measurepr @shonali Q1: Best way to answer is talking about how we DO measure. Its not 6/21/11 9:08 meganberry based on tweet volume but ability to drive action #measurepr RT @prtini: Got questions about @Klout? Check out @shonalis #measurePR, 6/21/11 9:08 cloverdew with guest @meganberry. Twitter chat taking place right now! Because its the most recognized measure of social influence. Even those who 6/21/11 9:08 Sandee_Jackson doubt it, recognize it. #measurepr RT @shonali: Q1: Why should we take Klout seriously? Doesnt seem to have 6/21/11 9:09 MegBiallas rhyme/reason right now other than tweeting a lot (from @MattLa ... @shonali A1 (pt 2) we look at the engagement you receive (RTs, @msgs, likes, 6/21/11 9:09 meganberry comments, etc) and how influential those people are #measurepr joining #MeasurePR with @shonali. I do B2B PR in Florida for AEC industry. Have 6/21/11 9:09 LoriePM a few minutes at lunch to chat. RT @meganberry: Q1: Best way to answer is talking about how we DO measure. 6/21/11 9:09 shonali Not based on tweet volume but ability to drive action #measurepr Oh man! Great day for me to make into this chat. Didnt even know my homegirl 6/21/11 9:09 40deuce @meganberry from @klout was the special guest #measurepr RT @meganberry: A1 (pt 2) we look at engagement you receive (RTs, @msgs, 6/21/11 9:10 shonali likes, comments, etc) & how influential those people are #measurepr 6/21/11 9:10 shonali @LoriePM Welcome! #measurepr 6/21/11 9:10 kdpaine @shonali #measurepr Im here @shonali A1 (pt 3) we measure that influence on Twitter, Facebook and 6/21/11 9:10 meganberry LinkedIn with more networks to come soon #measurepr 6/21/11 9:10 TedWeismann @meganberry Sounds sort of analogous to Page Rank #measurepr

6/21/11 9:10 meganberry @40deuce great to see you here! #measurepr 6/21/11 9:10 shonali @kdpaine Heya! #measurepr @tedweismann yes definitely! We often say we are like PageRank for people 6/21/11 9:10 meganberry #measurepr Off to a great start w/ @meganberry! Just a reminder, Klout gets a LOT of us 6/21/11 9:11 shonali talking (me included). Lets be civil today, eh? #measurepr What is Klout? RT @meganberry: @tedweismann yes definitely! We often say 6/21/11 9:11 annebuchanan we are like PageRank for people #measurepr RT @meganberry: A1 (pt 3) we measure that influence on Twitter, Facebook 6/21/11 9:11 shonali and LinkedIn with more networks to come soon #measurepr 6/21/11 9:12 kikilitalien @shonali Im here! :-‐) #measurepr A1: I like @klout and other tools to get an idea of who to look closer at, but 6/21/11 9:12 40deuce never take any as the end all answer #measurepr Q2: Does the addition of LinkedIn & Facebook scoring improve professional 6/21/11 9:12 shonali credibility or make it more personal? (from @KratzPR) #measurepr 6/21/11 9:12 shonali @kikilitalien Hey, there, great to see you! #measurepr RT @meganberry: @shonali Q1: Best way to answer is talking about how we DO 6/21/11 9:12 TRGioia measure. Its not based on tweet volume but ability to drive ... RT @40deuce: A1: I like @klout and other tools to get an idea of who to look 6/21/11 9:12 bnotions closer at, but never take any as the end all answer #measurepr @40deuce yes I actually agree. People are more than score whether that be 6/21/11 9:12 meganberry SAT, credit or Klout -‐-‐ but they are useful shorthands #measurepr Three-‐part answer by @meganberry makes me think most of us do not fully 6/21/11 9:13 annebuchanan understand how to use @Klout! #measurePR 6/21/11 9:13 shonali @kanter @kdpaine LOL! #measurepr 6/21/11 9:13 alanchumley One eye on @shonali s #measurepr chat with @meganberry from @klout RT @40deuce: A1: I like @klout and other tools to get an idea of who to look 6/21/11 9:13 shonali closer at, but never take any as the end all answer #measurepr agree RT @40deuce: A1: I like @klout and other tools to get an idea of who to 6/21/11 9:13 TedWeismann look closer at, but never take any as the end all #measurepr RT @meganberry:People are more than score whether that be SAT, credit or 6/21/11 9:13 annebuchanan Klout -‐-‐ but they are useful shorthands #measurepr 6/21/11 9:13 shonali @alanchumley Wheres the second eye? ;) #measurepr RT @meganberry: @40deuce yes I actually agree. People are more than score 6/21/11 9:13 Sandee_Jackson whether that be SAT, credit or Klout #measurepr @shonali #measurepr and what if your campaign is focused on YouTube or 6/21/11 9:13 kdpaine Flickr like @cariegrls @shonali A2: Our goal is to measure everywhere people are creating content 6/21/11 9:13 meganberry and influencing each other online. #measurepr @annebuchanan I agree on the 3-‐part answer and know thats why I wanted to 6/21/11 9:13 mdbarber be here today. #measurepr @meganberry exactly! I tell people the same thing about @Sysomos "authority 6/21/11 9:13 40deuce ranking" #measurepr RT @meganberry: @shonali A2: Our goal is to measure everywhere people are 6/21/11 9:14 annebuchanan creating content and influencing each other online. #measurepr @shonali A2: For most Facebook is more personal and LinkedIn more 6/21/11 9:14 meganberry professional but we see influence happening in both platforms #measurepr

RT @meganberry: People are more than scores whether that be SAT, credit or 6/21/11 9:14 shonali Klout -‐ but they are useful shorthands. #measurepr @meganberry how to you make sure Im real and not a "bot" just trying to 6/21/11 9:14 kdpaine boost my rank? #measurepr 6/21/11 9:14 aurorameyer checking out my first #measurepr (at least I think its my first). #measurepr RT @meganberry: A2: Our goal is to measure everywhere people are creating 6/21/11 9:14 shonali content and influencing each other online. #measurepr RT @40deuce: A1: I like @klout and other tools to get an idea of who to look 6/21/11 9:14 MediaJohnD closer at, but never take any as the end all answer #measurepr Me, too, Mary! RT @mdbarber: @annebuchanan I agree on the 3-‐part answer 6/21/11 9:14 annebuchanan and know thats why I wanted to be here today. #measurepr @shonali A2: For instance, on Facebook I may influence my friends to see 6/21/11 9:14 meganberry Midnight in Paris (do it!) but on LinkedIn its jobs #measurepr RT @shonali: RT @meganberry: People are more than scores whether that be 6/21/11 9:15 kauaiianSun SAT, credit or Klout -‐ but they are useful shorthands. #measurepr 6/21/11 9:15 40deuce @kdpaine because everyone knows who YOU are Katie! =) #measurepr RT @meganberry: A2: Eg, on Facebook I may influence my friends to see 6/21/11 9:15 shonali Midnight in Paris (do it!) but on LinkedIn its jobs #measurepr Q2 follow-‐up from @kdpaine: Then what about if your campaign is focused on 6/21/11 9:15 shonali YouTube or Flickr? #measurepr @kdpaine I believe @shonali already has a q on gaming/bots planned so stay 6/21/11 9:16 meganberry tuned :) #measurepr 6/21/11 9:17 shonali @meganberry @kdpaine, Yes, I do. :) #measurepr @shonali @kdpaine A2 follow-‐up -‐ we hope to add those networks soon! 6/21/11 9:17 meganberry #measurepr A2 -‐ then its time to roll-‐up your sleeves and do some native research and your 6/21/11 9:17 KaryD own analysis. :-‐) cc @Kdpaine #measurepr 6/21/11 9:17 JGoldsborough Hi, all. Justin from KC jumping into #measurePR. Great topic. RT @meganberry: A2 follow-‐up -‐ we hope to add those networks 6/21/11 9:17 shonali [YouTube/Flickr] soon! #measurepr @meganberry The difference bet how people use each network seems 2 make 6/21/11 9:17 mdbarber measuring multiple networks 4 1 score really challenging. #measurepr Q2: There is no professional and personal anymore. And the personal side of 6/21/11 9:18 JGoldsborough someones life online often why niche makes sense. #measurePR @meganberry @shonali Now I dont connect @klout to my FB, but I do to 6/21/11 9:18 40deuce Twitter. Does that have an effect on my score? #measurepr @mdbarber yes it is a huge challenge, luckily we have a whole team of brilliant 6/21/11 9:18 meganberry scientists @Klout #measurepr Q2: That said, Twitter, LinkedIn and Facebook only scratch the surface of the 6/21/11 9:18 JGoldsborough research we need to do to find TRUE influencers. #measurePR 6/21/11 9:18 selena_cameron joining the #measurepr chat late, but happy to be here! Q3: How do you stop people gaming the system? Eg posting nonsense on 6/21/11 9:18 shonali Twitter -‐> increased activity & score? (from @JGoldsborough) #measurepr Good ?: RT @40deuce: @meganberry Now I dont connect @klout to my FB, but 6/21/11 9:19 mdbarber I do to Twitter. Does that have an effect on my score? #measurepr RT @mdbarber: @meganberry Diiferences in how people use each network 6/21/11 9:19 annebuchanan must make assigning 1 @Klout score really challenging. #measurepr 6/21/11 9:19 mdbarber @meganberry Thanks. Good to hear also. #measurepr

RT @mdbarber: @meganberry Difference how ppl use each network seems 2 6/21/11 9:19 JGoldsborough make measuring multiple networks 4 1 score challenging. #measurepr 6/21/11 9:19 shonali @selena_cameron Nice to see you! #measurepr re: Q3, very interested to hear this response. Gaming the system is or will be a 6/21/11 9:19 jenzings big problem. #measurePR @meganberry Will we be able to look at scores by network or will it be one total 6/21/11 9:20 mdbarber score. #measurepr Just watching a few of the #measurepr Q&As Will definitely need to schedule 6/21/11 9:20 LisaDJenkins time for attending next time. Yep RT @KaryD: A2 -‐ then its time to roll-‐up your sleeves and do some native 6/21/11 9:20 JGoldsborough research and your own analysis. :-‐) cc @Kdpaine #measurepr @40deuce, not connecting to FB makes a massive difference in your score 6/21/11 9:20 selena_cameron #measurepr @mdbarber we have one combined score but we will likely provide individual 6/21/11 9:20 meganberry metrics for each network #measurepr @kikilitalien Ill add that question to the queue, if we can get to it today, 6/21/11 9:20 shonali definitely will! cc @meganberry #measurepr RT @KaryD: A2 -‐ then its time to roll-‐up your sleeves and do some native 6/21/11 9:21 kdpaine research and your own analysis. :-‐) cc @Kdpaine #measurepr 6/21/11 9:21 kikilitalien @shonali Thank you! #measurepr Thanks!@ RT @meganberry: @mdbarber we have one combined score but we 6/21/11 9:21 mdbarber will likely provide individual metrics for each network #measurepr 6/21/11 9:21 40deuce @selena_cameron really?? In a good or bad way? And why? #measurepr Think of implications of having one brand (vs. 2: personal & company) on 6/21/11 9:21 annebuchanan multiple networks for @Klout score. #measurePR A3 instead of looking at total tweets with a hashtag we look at ones that didnt 6/21/11 9:22 aurorameyer use gibberish. Makes the insight more meaningful #measurepr Really great conversation going on re: @klout w @meganberry. If youre in 6/21/11 9:22 mdbarber comm/PR, or need to measure comm, join us now. #measurepr @JGoldsborough yes, what if u have bothconsumer and b2b brands-‐-‐ i.e. HP or 6/21/11 9:22 kdpaine Dell. Shouldnt there be different influencers? #measurePR @selena_cameron @40deuce connecting to Facebook impacts Score depending 6/21/11 9:22 meganberry on how influential you are on that network. #measurepr RT @kdpaine: @JGoldsborough yes, what if u have bothconsumer and b2b 6/21/11 9:22 kikilitalien brands-‐-‐ i.e. HP or Dell. Shouldnt there be different influencers? ... Yes -‐-‐ RT @annebuchanan: Think of implications of having 1 brand (vs. 2: 6/21/11 9:22 mdbarber personal & company) on mult. networks for @Klout score. #measurepr A4 I suspect reality is the system will always be gamed, which is why it cant be 6/21/11 9:22 KaryD relied on as a measurement tool. #measurepr @40deuce depends how active you are in each channel. my 2 cents. 6/21/11 9:22 selena_cameron #measurepr RT @annebuchanan: Think of implications of having one brand (vs. 2: personal 6/21/11 9:23 TedWeismann & company) on multiple networks for @Klout score. #measurepr RT @meganberry: we have one combined score but will likely provide individual 6/21/11 9:23 shonali metrics for each network #measurepr RT @mdbarber: Terrific conversation going on re: @klout w @meganberry. In 6/21/11 9:23 annebuchanan comm/PR, or need to measure comm, join us now. #measurepr 6/21/11 9:23 40deuce @meganberry @selena_cameron but can I suffer by not connecting?

#measurepr @kdpaine Absolutely. Influence is contextual, not universal. There is no such 6/21/11 9:23 JGoldsborough thing as universal influence. Does NOT exist :). #measurePR @selena_cameron Im active everywhere, I just have different purposes for 6/21/11 9:24 40deuce different networks #measurepr @40deuce theres no penalty for not connecting but if you are very influential 6/21/11 9:24 meganberry on FB and we cant see that, we cant include it #measurepr Good question: RT @40deuce: @meganberry @selena_cameron but can I suffer 6/21/11 9:24 mdbarber by not connecting? #measurepr RT @shonali: RT @meganberry: we have one combined score but will likely 6/21/11 9:24 SandraSays provide individual metrics for each network #measurepr RT @JGoldsborough: @kdpaine Absolutely. Influence is contextual, not 6/21/11 9:24 jenzings universal. There is no such thing as universal influence. Does NOT ... @40deuce @meganberry #measurepr so I get different scores if I log on via FB 6/21/11 9:24 kdpaine vs Twitter? Agree. RT @JGoldsborough: @kdpaine Absolutely. Influence is contextual, not 6/21/11 9:24 Sandee_Jackson universal. No such thing as universal influence. #measurepr RT @meganberry: theres no penalty for not connecting but if you are influential 6/21/11 9:25 40deuce on FB and we cant see that, we cant include it #measurepr How can you use Klout to measure a Facebook page when the only way to log in 6/21/11 9:25 kathleenmcf is through the admins personal account? #measurepr RT @meganberry: @40deuce No penalty for not connecting but if u r very 6/21/11 9:25 annebuchanan influential on FB and we cant see that, cant include it #measurepr RT @meganberry: theres no penalty for not connecting but if youre v 6/21/11 9:25 shonali influential on FB & we cant see that, we cant include it #measurepr 6/21/11 9:25 40deuce @meganberry Thats a fair answer. Was just wondering #measurepr 6/21/11 9:25 alanchumley & influence is topic and it fleeting. #measurepr @jgoldsborough @kdpaine @shonali A3 (gaming): 1) We look at the influence level of those responding to 6/21/11 9:25 meganberry you so getting RTed by a bot will likely not help #measurepr @KaryD Problem is lazy PR ppl who rely on @Klout as ONLY influence measure 6/21/11 9:26 JGoldsborough tool. Real influencer tracking takes time, research. #measurePR @shonali A3: Also, we are working on bot and spam detection systems that will 6/21/11 9:26 meganberry discount any influence signals from them completely #measurepr RT @meganberry: A3 (gaming): 1) We look at the influence level of those 6/21/11 9:26 mdbarber responding so getting RTed by a bot will likely not help #measurepr RT @JGoldsborough: @KaryD Problem is lazy PR ppl who rely on @Klout as 6/21/11 9:26 kdpaine ONLY influence measure tool. Real influencer tracking takes time, ... 6/21/11 9:26 cassie_holman Jumping into #measurepr. Talking @Klout. Great conversation. #measurepr RT @meganberry: @shonali We look at the influence level of those responding 6/21/11 9:26 Sandee_Jackson to you so getting RTed by a bot will likely not help #measurepr @meganberry @shonali Right, but per @MackColliers post a while back, isnt 6/21/11 9:27 JGoldsborough @Klout still measuring activity more than influence? #measurePR 6/21/11 9:27 KaryD @JGoldsborough Absolutely. And, that laziness is dangerous. #measurePR @JGoldsborough True but it seems @klout is a good start at measuring too, 6/21/11 9:27 mdbarber dont you think? #measurepr RT @meganberry: @shonali A3: Working on bot & spam detection systems that 6/21/11 9:27 annebuchanan will discount influence signals from them completely #measurepr 6/21/11 9:27 shonali RT @meganberry: A3 (gaming): 1) We look at influence level of those

responding to you. Getting RTed by a bot will likely not help #measurepr @KaryD okay, you can take over the class skeptic role for the rest of 6/21/11 9:27 kdpaine #measurePR I have a call with @traackr :) @JGoldsborough activity is not part of our algorithm but if youre not creating 6/21/11 9:27 meganberry content people are rarely sharing and responding #measurepr RT @meganberry: A3: Also, were working on bot/spam detection systems 6/21/11 9:28 shonali thatll discount any influence signals from them completely #measurepr RT @annebuchanan: RT @meganberry: @shonali Working on bot & spam 6/21/11 9:28 Sandee_Jackson detection systems that will discount influence signals from them #measurepr @kdpaine Oh, I love @traackr -‐ have fun with them on the call and thanks so 6/21/11 9:28 shonali much for stopping by! #measurepr RT @meganberry: @shonali A3: Working on bot & spam detection systems 6/21/11 9:28 cassie_holman @klout that will discount influence signals from them #measurepr @mdbarber If used as a starting pt, could c benefit. But tools can only tell us so 6/21/11 9:29 JGoldsborough much. Too many ppl use tool as only measure. #measurePR Q4: Will Klout include blogs, commenting systems like Livefyre/Disqus into what 6/21/11 9:29 shonali you use for measuring? (from @skypulsemedia) #measurepr Good ? RT @shonali: Q4: Will Klout include blogs, commenting systems like 6/21/11 9:30 Sandee_Jackson Livefyre/Disqus into what you use for measuring? #measurepr @JGoldsborough True. I dont think theres any ONE measurement but this 6/21/11 9:30 mdbarber seems a good piece of it. I need geographical segment 2. #measurepr @jgoldsborough no good alternative to @klout is part of the problem, right? 6/21/11 9:30 selena_cameron #measurepr @shonali you should try BlogLevel.com which has a common methodology that 6/21/11 9:30 JonnyBentwood analyses influence across blogs and twitter #measurepr @shonali A4 yes, we would definitely like to include more networks for 6/21/11 9:31 meganberry measurement -‐-‐ those are very likely but no set dates yet #measurepr 6/21/11 9:31 shonali @JonnyBentwood Interesting, Ill check that out. Thanks! #measurepr RT @shonali: Q4: Will Klout include blogs, commenting systems like 6/21/11 9:31 40deuce Livefyre/Disqus into what you use for measuring? #measurepr For hashtag #measurepr, the top users, links, phrases and usage according to 6/21/11 9:31 JonnyBentwood #tweetlevel(http://t.co/PxJ1kgg) is http://t.co/wtMKIqb @selena_cameron There is a great alternative to @Klout. Good old fashioned 6/21/11 9:31 JGoldsborough research :). Just takes more time. #measurePR RT @meganberry: A4 yes, wed definitely like to include more networks for 6/21/11 9:31 shonali measurement. Those are very likely but no set dates yet #measurepr RT @meganberry: A4 yes, we would definitely like to include more networks for 6/21/11 9:31 40deuce measurement -‐ those r very likely but no set dates #measurepr RT @meganberry: @shonali yes, we would like to include more networks for 6/21/11 9:32 Sandee_Jackson measurement-‐-‐those are very likely but no set dates yet #measurepr @40deuce. it doesnt distinguish, which is part of the problem. because its all 6/21/11 9:32 selena_cameron about sharing and interactivity #measurepr RT @JGoldsborough: There is a great alternative to @Klout. Good old fashioned 6/21/11 9:32 shonali research :). Just takes more time. #measurepr A4 -‐ adding blogs and commenting systems wld add to validity, but what about 6/21/11 9:32 KaryD txt analysis? Content and tone matters. #measurepr @shonali im setting up invte-‐only usernames/passwords for bloglevel and 6/21/11 9:32 JonnyBentwood tweetlevel -‐ want me to set this up for you too? #measurepr

#measurepr Will Klout create partnerships with specific blogs & #sm sites that 6/21/11 9:32 bdionline could give more credit to users of one over its competitior? RT @meganberry: activity not part of our algorithm, if youre not creating 6/21/11 9:32 TedWeismann content ppl are rarely sharing and responding #measurepr @JGoldsborough i mean no good quick alternative that has the same impact. 6/21/11 9:32 selena_cameron everyones looking for a number, rating, scale #measurepr RT @KaryD: A4 -‐ adding blogs and commenting systems wld add to validity, but 6/21/11 9:32 shonali what about txt analysis? Content and tone matters. #measurepr 6/21/11 9:33 shonali @JonnyBentwood You bet, thank you! Are they a client of yours? #measurepr RT @dannydevriendt: Analytic wizard @IsraelMirsky dissects the sessions of 6/21/11 9:33 darbtx #Canneslions t http://ow.ly/5mC8v #pnid #measurepr RT @KaryD: A4 -‐ adding blogs and commenting systems wld add to validity, but 6/21/11 9:33 mdbarber what about txt analysis? Content and tone matters. #measurepr RT @JGoldsborough: There is a great alternative to @Klout. Good old fashioned 6/21/11 9:33 AmritPa1 research :). Just takes more time. #measurepr @JonnyBentwood Ugh, ignore that last question, just clicked through to your 6/21/11 9:33 shonali profile! #measurepr True. Spammers there too. RT @KaryD: Adding blogs & commenting systems 6/21/11 9:33 Sandee_Jackson wld add to validity, but what about txt analysis? #measurepr Q5: How do you track/account for people who are "klout bombing" the K+ 6/21/11 9:34 shonali system e.g. using #kloutbomb hashtag? (from @prtini) #measurepr 6/21/11 9:34 KratzPR @shonali thanks for using my Question! Hope #measurepr is going well :) @selena_cameron Right. But thats prob. I no quick answer 2 influence. Like 6/21/11 9:34 JGoldsborough measurement. Ppl look 4 holy grail. Doesnt exist. #measurePR RT @shonali: Q5: How do you track/account for people who are "klout 6/21/11 9:34 40deuce bombing" the K+ system e.g. using #kloutbomb hashtag? #measurepr 6/21/11 9:35 Smallbizlabs Joining late. Tough crowd. I like Klout:) #measurepr @JGoldsborough agreed 100%. moving from AVEs to klout. were farther 6/21/11 9:35 selena_cameron ahead, but not really #measurepr Good Q RT @shonali: Q5: How do you track/account for people who are "klout 6/21/11 9:35 cassie_holman bombing" the K+ system e.g. using #kloutbomb hashtag? #measurepr @kratzpr Yes, #measurepr has a great discussion going on right now and 6/21/11 9:35 shonali @meganberry is doing a fab job! @JGoldsborough Agree theres no holy grail -‐-‐ never has been. In 30 years, 6/21/11 9:35 mdbarber rarely use exactly same measure tools. Not new to SM #measurepr A5: Its my understanding (as told by @JoeFernandez) that +K is just a bonus 6/21/11 9:35 40deuce thing and doesnt affect @klout scores #measurepr 6/21/11 9:35 annebuchanan Me, too. RT @Smallbizlabs: Joining late. Tough crowd. I like Klout:) #measurepr LOL Take cover, Steve! ;) RT @Smallbizlabs: Joining late. Tough crowd. I like 6/21/11 9:35 shonali Klout :) #measurepr RT @40deuce: A5: Its my understanding (as told by @JoeFernandez) that +K is 6/21/11 9:36 Sandee_Jackson just a bonus thing and doesnt affect @klout scores #measurepr @shonali A5: +K right now doesnt affect K Score, we are in process of 6/21/11 9:36 meganberry examining the signals given to see how best to incorporate #measurepr RT @40deuce: A5: Its my understanding (as told by @JoeFernandez) that +K is 6/21/11 9:36 cassie_holman just a bonus thing and doesnt affect @klout scores #measurepr This kerfuffle over @Klout is nothing new to PR. Since inception, PR has 6/21/11 9:37 annebuchanan struggled to "prove" its worth to non-‐believers. #measurePR

RT @meganberry: @shonali A5: +K right now doesnt affect K Score, we are in 6/21/11 9:37 selena_cameron process of examining the signals given to see how best to in ... 6/21/11 9:37 Elaine_Hughes What is the highest score that an influencer can achieve on Klout? #measurepr @shonali A5: People are using +K in different ways -‐ we want to distill down to 6/21/11 9:37 meganberry influence signals and then use #measurepr RT @meganberry: A5: +K right now doesnt affect K Score, we are examining the 6/21/11 9:37 40deuce signals given to see how best to incorporate #measurepr Agree. RT @annebuchanan: This kerfuffle over @Klout is nothing new to PR. 6/21/11 9:37 Sandee_Jackson Since inception, PR has struggled to "prove" its worth #measurepr RT @meganberry A5: +K right now doesnt affect K Score, were in process of 6/21/11 9:37 shonali examining signals given to see how best 2 incorporate #measurepr @shonali Why do you want to rain on our #kloutbomb-‐ing parade? 6/21/11 9:37 brittenwolf @sjhalestorm #measurepr 6/21/11 9:38 danperezfilms A5: A rather desperate attempt to boost low self-‐esteem? ;) #measurepr Isnt it 100? RT @Elaine_Hughes: What is the highest score that an influencer 6/21/11 9:38 Sandee_Jackson can achieve on @Klout? #measurepr RT @annebuchanan: This kerfuffle over @Klout is not new to PR. Since 6/21/11 9:38 SandraSays inception, PR has struggled to "prove" its worth... #measurepr Q1 Would love to know this too R @Elaine_Hughes: What is the highest score 6/21/11 9:38 selena_cameron that an influencer can achieve on Klout? #measurepr RT @meganberry: A5: People are using +K in different ways -‐ we want to distill 6/21/11 9:38 shonali down to influence signals and then use #measurepr 6/21/11 9:38 shonali @thebrandbuilder LOL! #measurepr RT @shonali: Q5: How do you track/account for people who are "klout 6/21/11 9:38 lynneluvah bombing" the K+ system e.g. using #kloutbomb hashtag? (from @prtini) ... RT @meganberry: @shonali A5: People are using +K in different ways -‐ we want 6/21/11 9:38 SandraSays to distill down to influence signals and then use #measurepr Amen! RT @annebuchanan: This kerfuffle over @Klout is not new. PR has 6/21/11 9:38 mdbarber always struggled to "prove" its worth to non-‐believers. #measurepr RT @mattiasostmar: Public Relations Industry Sets Top Measurement Priorities -‐ 6/21/11 9:38 darbtx http://icio.us/KC5Xq8 -‐ #PNID #measurepr @shonali me too.. this is a great convo.. congrats on haviing a much higher 6/21/11 9:38 kdpaine Klout score :) #measurepr 6/21/11 9:39 meganberry @Sandee_Jackson @Elaine_Hughes correct, highest score is 100 #measurepr Q6: How is +K helping you achieve your business goals? (from @ginidietrich) 6/21/11 9:39 shonali #measurepr Looks like #measurepr is talking about & fails to appreciate a well-‐constructed 6/21/11 9:39 sjhalestorm #kloutbomb. Everybody loves a good influential topic. 6/21/11 9:39 shonali @kdpaine ROFL! For heavens sake dont YOU start about that!!! #measurepr @Sandee_Jackson @annebuchanan Agree! I say it all the time.Industry has 6/21/11 9:39 KaryD always had trouble measuring anything thats actionalble. #measurepr Better question; when is my @klout going to lead someone to give me an 6/21/11 9:39 40deuce iPad2? ;) #measurepr Heh heh! RT @40deuce: Better question; when is my @klout going to lead 6/21/11 9:40 shonali someone to give me an iPad2? ;) #measurepr 6/21/11 9:40 Elaine_Hughes Thanks @sandee_jackson @meganberry #measurepr Now were talkin! LOL RT @40deuce: Better question; when is my @klout going 6/21/11 9:40 annebuchanan to lead someone to give me an iPad2? ;) #measurepr

@sjhalestorm what exactly is this #kloutbomb thing everyone is talking about? 6/21/11 9:40 40deuce #measurepr LOL! Let the bots start! RT @40deuce: Better question; when is my @klout 6/21/11 9:40 mdbarber going to lead someone to give me an iPad2? ;) #measurepr Thx for asking. Wondering same thing. RT @40deuce: @sjhalestorm what 6/21/11 9:41 annebuchanan exactly is this #kloutbomb thing everyone is talking about? #measurepr Best question of the day RT @40deuce: Better question; when is my @klout 6/21/11 9:41 DocSuess going to lead someone to give me an iPad2? ;) #measurepr Who else besides Justin Bieber has a @Klout score of 100? Any non celebs? 6/21/11 9:41 Sandee_Jackson #measurepr Never heard of it either... RT @annebuchanan: Thx for asking. Wondering same 6/21/11 9:41 Sandee_Jackson thing. RT @40deuce: @sjhalestorm #KloutBomb #measurepr wondering the same thing -‐-‐> RT @40deuce: what exactly is this #kloutbomb 6/21/11 9:42 SandraSays thing everyone is talking about? #measurepr RT @40deuce: @sjhalestorm what exactly is this #kloutbomb thing everyone is 6/21/11 9:42 mdbarber talking about? #measurepr @annebuchanan @40deuce @Sandee_Jackson Just making light of the 6/21/11 9:42 sjhalestorm influential topics Klout so kindly applies to people... #measurepr @40deuce Apparently @prtini has seen some people using #kloutbomb as a 6/21/11 9:42 shonali hashtag to try to "bomb" +K system... #measurepr @shonali A6 we want to understand the topics people are influential on, +K 6/21/11 9:42 meganberry allows people to tell us who influences them on topics #measurepr Same here! RT @SandraSays: wondering the same thing RT @40deuce: what 6/21/11 9:42 BuchananPR exactly is this #kloutbomb thing everyone is talking about? #measurepr RT @meganberry: we want to understand topics people are influential on, +K 6/21/11 9:43 SandraSays allows people to tell us who influences them on topics #measurepr RT @meganberry: A6 Want to understand topics people are influential on, +K 6/21/11 9:43 shonali allows people to tell us who influences them on topics #measurepr @sjhalestorm Well, you are probably trending right now, just by making a joke. 6/21/11 9:43 annebuchanan ;) #measurePR @shonali A6 As a company, we want to get as much data on influence as 6/21/11 9:43 meganberry possible #measurepr RT @meganberry: A6 As a company, we want to get as much data on influence 6/21/11 9:44 shonali as possible #measurepr @shonali @prtini @sjhalestorm hmmmm, but if +K doesnt affect @klout score, 6/21/11 9:44 40deuce its kind of a pointless exercise then, no? #measurepr RT @shonali: RT @meganberry: A6 Want to understand topics people r 6/21/11 9:44 annebuchanan influential on, +K allows folks to tell us who influences them #measurepr Love that the #kloutbomb hashtag @sjhalestorm and I started is taking off. 6/21/11 9:44 brittenwolf #measurepr @40deuce I think @meganberry s point is that +K helps them understand what 6/21/11 9:45 shonali topics people are influential on. #measurepr @40deuce we believe topics are vital to what were doing. Its not just a Score 6/21/11 9:46 meganberry but a Score and topic that matter #measurepr @40deuce i.e. knowing that someone has a score of 50 is much more 6/21/11 9:46 meganberry interesting if you know what they influence people in #measurepr @40deuce @shonali @prtini +K kicks specific topic to top of individuals Klout 6/21/11 9:46 sjhalestorm profile. And its tweetable. So yeah, pointless. #measurepr

Q7 Whats the real + of Klout Perks? Many of us get em, never mention 6/21/11 9:46 shonali anywhere online. Seems waste of client $ via @ginidietrich #measurepr RT @meganberry: knowing that someone has a score of 50 is much more 6/21/11 9:47 SandraSays interesting if you know what they influence people in #measurepr RT @SandraSays: RT @meganberry: knowing someone has score of 50 much 6/21/11 9:47 annebuchanan more interesting if you know what they influence people in #measurepr RT @meganberry: we believe topics are vital to what were doing. Its not just a 6/21/11 9:47 SandraSays Score but a Score and topic that matter #measurepr Agree: RT @meganberry: knowing that someone has a score of 50 is much more 6/21/11 9:47 mdbarber interesting if you know what they influence people in #measurepr Havent & likely wont) done empire avenue, but +k seems to put Klout on that 6/21/11 9:47 KaryD level. Good concept, but gaming of influence=gross. #measurepr @shonali A7: We dont require people to, but the majority DO tweet and share. 6/21/11 9:48 meganberry As our targeting gets better we think % will go up #measurepr RT @meganberry: knowing that someone has a score of 50 is much more 6/21/11 9:48 shonali interesting if you know what they influence people in #measurepr @shonali A7: For instance if you are influential on TV and we give you a preview 6/21/11 9:48 meganberry of a new show, you will WANT to share #measurepr RT @meganberry: A7: We dont require people to, but majority DO tweet & 6/21/11 9:49 shonali share. As our targeting gets better we think % will go up #measurepr Q7 follow-‐up: @meganberry you mention % w.r.t. Klout Perks -‐ what is the 6/21/11 9:49 shonali average right now? #measurepr @meganberry Good to know. Now I want to see if people have +Kd me on any 6/21/11 9:50 40deuce topics #measurepr @meganberry @40deuce What do you think about @traackr and how they 6/21/11 9:51 justindorfman87 account for relevance in their influence measurement? #measurepr A7: I know I talked about my @virginamerica @Klout perk last year even though 6/21/11 9:51 40deuce I didnt have to. #measurepr +K seems interesting in that people can +K others. Can also give a -‐K to 6/21/11 9:51 mdbarber someone? #measurepr @shonali I cant share that exact info, but the majority do tweet or share with 6/21/11 9:51 meganberry audience #measurepr Perks make me happy. I talk more when Im happy (even though I talk a lot all 6/21/11 9:51 40deuce the time) #measurepr RT @mdbarber: +K seems interesting in that people can +K others. Can also give 6/21/11 9:52 annebuchanan a -‐K to someone? #measurepr @justindorfman87 @meganberry @traackr Im not allowed to talk about them. 6/21/11 9:52 40deuce @Sysomos only ;) #measurepr 6/21/11 9:52 MackCollier @KaryD Yes I can see a lot of quid pro quo with the +K #measurepr @mdbarber ha weve talked about -‐K but I think were staying away from it for 6/21/11 9:52 meganberry now ;) #measurepr Q8: Are there future plans to help comms pros determine the real influencers in 6/21/11 9:52 shonali their industry/vertical market? via @ginidietrich #measurepr love it RT @40deuce: Perks make me happy. I talk more when Im happy (even 6/21/11 9:53 meganberry though I talk a lot all the time) #measurepr Probably a good idea but...RT @meganberry: @mdbarber ha weve talked about 6/21/11 9:53 mdbarber -‐K but I think were staying away from it for now ;) #measurepr 6/21/11 9:53 annebuchanan RT @shonali: Q8: Plans to help comms pros determine the real influencers in

their industry/vertical market? via @ginidietrich #measurepr @shonali the way we do this now is through Klout Perks -‐ which allows you to 6/21/11 9:53 meganberry reach influencers in given topics and offer a Perk #measurepr @brittenwolf: And I thought you were spamming me...ha! Little did I know it 6/21/11 9:53 cassie_holman was the beginning of something big! ;) #kloutbomb #measurepr @justindorfman87 @40deuce Well, I can (no affiliation) -‐ I love @traackr, I think 6/21/11 9:53 shonali what theyre doing is really smart. #measurepr Good ?: RT @shonali: Q8:plans to help comms pros determine the real 6/21/11 9:53 mdbarber influencers in their industry/vertical mkt? via @ginidietrich #measurepr @MackCollier Have you seen open solicitation for a +K? As in a "will you 6/21/11 9:53 KaryD endorse me"? I havent...yet. #measurepr @shonali A8: We dont want to just sell lists because people might get 6/21/11 9:54 meganberry spammed, we want to protect peoples data and privacy #measurepr RT @shonali: @justindorfman87 @40deuce Well, I can (no affiliation) -‐ I love 6/21/11 9:54 justindorfman87 @traackr, I think what theyre doing is really smart. #meas ... @meganberry So right now the only way Comms/PR pros can determine true 6/21/11 9:54 shonali influencers is through Klout Perks, do I have that right? #measurepr @KaryD @MackCollier Funny, one of my FB friends just mentioned today he 6/21/11 9:54 shonali gets a lot of +K requests. #measurepr @shonali That is correct, although you can simply look someone up on the site 6/21/11 9:55 meganberry as well (just a manual process) #measurepr @KaryD I havent either, but I havent been doing +K for anyone else yet either 6/21/11 9:55 MackCollier #measurepr 6/21/11 9:55 40deuce @shonali @justindorfman87 @traackr haha! #measurepr @danielhonigman @ginidietrich LOL! Funny thing is I did get the $10 Subway 6/21/11 9:55 shonali card, but I probably wont get the avocado sammy. #measurepr RT @JGoldsborough: @KaryD Problem is lazy PR ppl who rely on @Klout as 6/21/11 9:55 gojohnab ONLY influence measure tool. Real influencer tracking takes time, ... @MackCollier @kikilitalien Yeah....Ive resisted going there, too. Feels like a big 6/21/11 9:55 KaryD ol can of worms. #measurepr RT @meganberry: @shonali That is correct, although you can simply look 6/21/11 9:55 shonali someone up on the site as well (just a manual process) A8 #measurepr RT @shonali: @meganberry So right now the only way Comms/PR pros can 6/21/11 9:56 cassie_holman determine true influencers is through Klout Perks? #measurepr @shonali @karyd or like on @empireave, Ill buy your stock if you use money to 6/21/11 9:57 MackCollier buy back mine #measurepr +1 RT @shonali: Heh heh! RT @40deuce: Better question; when is my @klout 6/21/11 9:57 jaykeith going to lead someone to give me an iPad2? ;) #measurepr 6/21/11 9:57 shonali @MackCollier @karyd Ha! #measurepr 6/21/11 9:57 kikilitalien @shonali Thanks for including my question! +K! ;-‐) j/k #measurepr Cool! Just checked and apparently people are giving +Ks. I had no idea 6/21/11 9:58 40deuce http://klout.com/#/40deuce/topics #measurepr RT @40deuce: Cool! Just checked and apparently people are giving +Ks. I had no 6/21/11 9:58 SandraSays idea http://klout.com/#/40deuce/topics #measurepr 6/21/11 9:58 shonali @kikilitalien LOL and youre welcome! #measurepr @cassie_holman @shonali @meganberry So is long-‐term goal 2 provide more 6/21/11 9:58 JGoldsborough contextual influence by niche? #measurePR 6/21/11 9:58 meganberry @shonali A9 you can see some example of those using our API here:

http://tcrn.ch/dFcXc7 lots of great companies #measurepr RT @JGoldsborough: @cassie_holman @shonali @meganberry So is long-‐term 6/21/11 9:58 Sandee_Jackson goal 2 provide more contextual influence by niche? #measurepr When are we going to start measuring in dollars? That mean sales. Then, well 6/21/11 9:59 jasonkintzler have something. #measurepr RT @meganberry: A9 you can see some example of those using our API here: 6/21/11 9:59 shonali http://tcrn.ch/dFcXc7 lots of great companies #measurepr @shonali et all -‐ been great chatting. Awesome convo! Now have to head to 6/21/11 9:59 meganberry airport for conf in San Diego. Hit me up with qs! #measurepr Great conversation today. Thanks for coming @meganberry. Hope youll come 6/21/11 9:59 mdbarber back again. Obviously lots of interest in topic. #measurepr @meganberry Thanks for answering our questions and being so much fun 6/21/11 9:59 kikilitalien today! Thanks to @shonali for being awesome in general. :-‐) #measurepr @MackCollier @shonali @karyd @empireave And then were not measuring 6/21/11 9:59 JGoldsborough influence. Just friends patting each other on the back. #measurePR 6/21/11 Were out of time, folks. Thanks much for joining todays chat and to 10:00 shonali @meganberry for fielding questions with grace! #measurepr 6/21/11 @JGoldsborough @MackCollier @shonali @empireave Precisely. Back-‐patting 10:00 KaryD in the echo-‐chamber. #measurePR 6/21/11 RT @mdbarber: Great conversation. Thanks for coming @meganberry. Hope 10:00 Sandee_Jackson youll come back. Obviously lots of interest in topic. #measurepr 6/21/11 RT @kikilitalien: @meganberry Thanks for answering our ?s & being so much 10:00 mdbarber fun today! Thanks to @shonali for being awesome. :-‐) #measurepr 6/21/11 Great conversation today on #measurePR. Thank you @shonali and 10:00 annebuchanan @meganberry for taking us on a dive into @Klout. +K to both of you! 6/21/11 The "official" chat is now over, but hopefully youll keep using the hashtag for 10:00 shonali relevant convos. :) #measurepr 6/21/11 10:00 shonali Safe flight @meganberry and thanks again! #measurepr 6/21/11 @JGoldsborough @shonali @karyd @empireave Yep, we arent measuring 10:01 MackCollier influence, we are measuring activity and reciprocity #measurePR 6/21/11 The next chat will be on Tuesday, July 5, 12-‐1 pm ET. Do save the date and I 10:01 shonali hope to see you there! #measurepr 6/21/11 Thanks for the great chat everyone! And special thanks to @meganberry and 10:02 40deuce @shonali for hosting! #measurepr 6/21/11 @40deuce @annebuchanan @sandee_jackson @kikilitalien @mdbarber Thank 10:03 shonali you all for joining! #measurepr 6/21/11 @MackCollier @JGoldsborough @shonali So, Klout can be interesting, but not 10:03 KaryD one to measure influence.And with that-‐#FullCircle :-‐) #measurePR 6/21/11 @shonali @meganberry Thanks for a really enlightening chat today. Look 10:03 TedWeismann forward to staying in tune with @Klout evolution #measurepr 6/21/11 10:05 kikilitalien @shonali I LOVE #measurepr chat! I was thrilled to be able to participate! 6/21/11 @MackCollier @JGoldsborough @shonali @karyd Totally agree! Until 10:05 EmpireAve computers can measure trust, sentiment & rep its not influence! #measurepr 6/21/11 RT @darbtx: RT @mattiasostmar: Public Relations Industry Sets Top 10:06 PRNews Measurement Priorities -‐ http://icio.us/KC5Xq8 -‐ #PNID #measurepr 6/21/11 Sandee_Jackson Thanks to @shonali for hosting and @meganberry for answering questions on

10:07 @Klout. Awesome chat! #measurepr 6/21/11 10:09 shonali @Sandee_Jackson @tedweismann Thanks very much for joining. :) #measurepr

#measurePR Twitterchat transcript 6-21-11

by Shonali Burke on Jun 25, 2011

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#measurePR Twitterchat transcript 6-21-11 Document Transcript