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Kenneth Cole's Klout score skyrockets during Egypt Fiasco --yet without sentiment data, Klout scores are an incomplete view.

Here's an example of influence not necessarily measuring the appropriate data needed for a holistic view of true influence.

 

Klout score factors in engagement (tweets, retweets, mentions, reactions) which they call "Reach. Amplification and Network" from an individual Twitter account, but fails to capture the *sentiment* of what's being said. Learn more here klout.com/kscore

 

For example, Kenneth Cole's Klout score has shown increased rankings across all visible analytics --despite him losing market credibility and suffering PR damage from Egypt Tweets in early Feb.

 

See his full klout analytics account: klout.com/kennethcole/score?ct=1

 

TAKEAWAYS

1) Kenneth Cole's dubious Tweet was influential --but not in a good way for his brand

2) Klout lacks sentiment and intention data --so factoring true influence is void of what people think of the content

3) Klout is a measure of reach and amplification (and only limited to Twitter and Facebook) --not true market influence.

 

THE BOTTOM LINE

Klout is a useful measure of reach and spread in only two channels --not comprehensive influence. Use it in part of your influence formula to measure --but recognize it is incomplete as a standalone metric. Savvy companies will build a *relative* influence formula that factors in the specific attributes in their unique market, one size does not fit all.

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Taken on February 18, 2011