Posted: under Digital Migration, New Marketing, Sip With Caution.
Tags: community management, dashboard, Hootsuite, influencers, Klout, Kred, online influence, Riffle Twitter Insights, Right Relevance, social marketing, social media influence
Industry-leader social management tool Hootsuite “deprecates” Klout – but who’s next?
Klout, you were mean to us and made us like it. You made us feel inadequate, and spend far too many hours indulging in unnatural behaviors to please your algorithm. And all we got were inane “Perks” like bland business cards that look like they were spat out of an old dot-matrix printer …
… or 1/2 off a crate of Sooper fREEKy POWer Drinkzzzz (aside: WhenTF are we going to collectively decide that replaces “S” with “Z” no longer denotes hip & outlaw status?) that magically combine the lovely taste of licking the sludgecrust from the bottom of a riding lawn mower with the sensation of a myocardial infarction and COPD. Yummy!
But all along, there was a sneaking suspicion that Klout scores were not all they were cracked up to be; that the “social media influence” they purported to measure&deliver was flawed, at best. Still, we went along with it, because, well, there really wasn’t much else. (Kred came and went and the less said about the brief spring of Empire Avenue, the better.)
Now comes the hardcore notice from Hootsuite that they are no longer including Klout, because “we put our customers at the forefront of every business decision.” My oh my. Whatever could that mean? Maybe that Klout does NOT do so? That they are, in fact, preying upon customers by snarfing up all our actions, interactions, posts, updates & etc. and selling them to the highest bidder? Or something worse?
BTW – do a quick Google search on “Why quit Klout?” and read through the posts. Most date back to 2011, but their objections still seem … unpleasantly valid.
Embarrassing admission: I totally bought into Klout. For a time, I was even clicking like a lab rat hooked on blow on the “Share Our Content Now!” features on Klout. Yes, I was that kind of dingbat. I gave over my social media profiles to Klout and let them hijack my voice and suggest things that my friends and colleagues should read, all wrapped up nicely in a Klout-enabled URL shortener.
Mea culpa. Sorry. Won’t make that mistake again.
In my defense, when I obediently shared Klout’s suggested content, I saw my Klout score shoot up. But when I checked out all my shares, likes and interactions? Not a big change. Which obviously made me suspect that Klout was boosting its number to try to keep me incentivized into using Klout’s content and shortener.
I was becoming a human bot-net.
It made me uneasy months ago, and so I quit sharing Klout’s content. But I still had in the back of my mind that I should pay more attention to Klout, that the score is essential to building and maintaining “your personal brand,” etc. etc.
But then I saw the above notice when trying to use Hootsuite. I can only read between the lines as to what’s going on here, but if Hootsuite, the industry leader when it comes to managing social media profiles, removes a feature that seems so essential to what so many community managers, social marketing execs and wanna-be YouTube stars are trying to do (i.e. identify & interact with “influencers” to thereby achieve business goals), then there is definitely Something Really Heavy going on behind the scenes.
Maybe it’s all the old objections finally coming home to roost: inaccuracy, lack of transparency, encouragement of inauthentic behavior …
…or maybe there’s been some business fight going on, over who should share what money with whom in exchange for what. But the bottom line is: with Klout out of Hootsuite, we are going to have to start using something else.
Here are the suggested alternatives to Klout:
First, Right Relevance claims to ” helps you better engage your social audience by letting you search and share the most authoritative content currently trending on the social web. We achieve this by mining the social web to identify and rank topical influencers. The inherent trust of the influencers communities is applied to finding the most relevant articles.”
Next up, Riffle Twitter Insights says that they are an “easy-to-use efficiency tool that helps you build an instant rapport with anyone on Twitter. With a simple, intuitive dashboard showing users’ social patterns, networks and interests.”
What, no Perks for using? (sigh) OK, the big downside here is right in the title: it’s only for Twitter. Klout claimed to bring in Facebook, YouTube, Instagram, LinkedIn, FourSquare, and any other bright-shiny-jingly-key-social-media-network.
Unnoticed to most casual users of Klout: many of the high-end social media measurement and management platforms (such as UberVU, RavenTools, Radian6 and others) scraped Klout scores and put them right next to usernames in the dashboard. It was a quick shortcut to identifying “influencers” without having to built your own algo or develop that side of your business.
I’ll be interested to see if any of these alternatives gets any traction – or if Klout starts showing more signs of distress (other than the inconsistencies in their dashboards, UX, features or all the other quirks that have surfaced in the past year or so).