You’ve set up your company Twitter account and are tweeting with your followers, your company Facebook page is up and running and the number of likes are increasing. Now what? How do you measure how well your social properties are performing? Enter, Klout. Klout is a free service that measures influence across a number of social media platforms. Originally just for individual users, the company recently released Klout for Business (currently in beta) to help businesses better gauge their influence on social media.
Klout defines influence as the response received from what a user shares on social media. The more you engage with your audience and they engage with you in return, the higher the Klout score. With the individual accout, Klout tracks more than 400 distinct points across a variety of social media channels to create a Klout score, including Wikipedia pages. Having a number of properties linked will only help the Klout score increase. Data is updated every 24 hours and scores fluctuate based on how much engagement there is. Stop tweeting for a week and your score could go down sharply. The site also includes insights into what topics influencers care about the most and recommendations on how to better engage with your audience.
One limitation with a business account, probably due to it still being in beta, is that not all social media properties are available for businesses as for individual account holders (for instance, LinkedIn can only be connected to an individual account, not to a company LinkedIn page, and there is no way to link a company’s Wikipedia page). Even with its shortcomings, however, having a Klout for Business account is still a good tool in your arsenal to track how your social media program is performing. It should not be seen as the authority – each company has unique goals and expectations for their social media program which should be measured individually – but adding Klout for Business into the equation allows one more metric for measurement. And today, when everyone seems to want to know ROI and have hard metrics behind their communications strategy, having another metric – and a concrete score – is a helpful tool in any communicator’s toolkit.