According to Klout, I am a specialist. “You may not be a celebrity, but within your area of expertise your opinion is second to none. Your content is likely focused around a specific topic or industry with a focused, highly-engaged audience.” I have a Klout score of 48 and a true reach of 267. That data may not mean much to most people right now, but I’m firmly in the camp that says these stats will soon become the go-to barometer for brands looking to target their marketing and outreach efforts to influencers based on … well, influence. Not to mention social media teams trying to prove the power of their campaigns, and all sorts of other uses as well.
Of course, as anyone with actual social media experience (and no, I’m not talking about the ‘experts’ and ‘gurus’ who think that being able to successfully bot and spam their way to 1,000 Twitter followers makes them qualified to consult about social media for a living), will tell you: the numbers are great and all, but in the end, quality will always matter more than quantity.
Whether it’s the quality of your interactions with your followers, the quality of your expertise in your field, the quality of the links you curate or a combination of the three, people will always reward quality over quantity. So, while I’m happy that my Klout score seems to be pretty decent and growing with every refresh, and while I totally been geeking out over the accompanying stats, I know it’s not everything.
This weekend, I hit the 2,000 Twitter follower mark. Not gonna lie, that was pretty cool. But, what’s even cooler is that I can go down my list of followers and pick out plenty of names of people who I actually interact with on a regular basis and who I count amongst the many voices that help make my days better, richer and more interesting. Thanks to Twitter, not only do I now have the ability to broadcast my social media messages to 2,000+ people, I also have the ability to listen and learn from all of them, plus the people I follow as well. Which of course is what social media really should be about.
So, while Klout may provide some amazing metrics for marketers to better hone in on their core audiences — a path the brilliant Peter Shankman outlined very well recently — I hope those marketers (and the users they’re marketing to) remember that the quantity of someone’s scores and stats is a good way to narrow down your focus. But, it’s the quality of their overall social media stream that really tells you who is worth focusing in on.
Or, as I put it in a recent Tweet to my friend Srinivas Rao of The Skool Of Life (a perfect example of someone who Twitter helped me get to know better, and whose friendship I’m very happy to have because of it) “the size of your score isn’t as important as the motion in your Twitter feed. Or something like that.”