Social Media Score Can Determine How You’re Treated As a Consumer


I read an article this week, Need a Reservation? That Could Depend On How Big You Are on Twitter (Really) that discussed Klout scores and how they can determine the treatment you get when you are checking into a hotel, for example, or if you are invited to work with certain companies as an online influencer.

I remember when Klout came out. It was just another fun tool that helped us early Twitter users figure out how “influential” we were on Twitter. Now, with a more robust measuring algorithm, companies like the Palms Hotel and Casino in Las Vegas and Virgin America have already used Klout scores to provide exceptional treatment to online influencers. In fact, the Palms will be creating “The Klout Klub” where those with a higher Klout score will be treated to a fuller, richer Palm experience than those who aren’t as influential. Palms Resort and Casino, of course, hopes these influencers will then talk highly about their accommodations and amenities.

Additionally, Virgin America approached Klout to help them identify influencers to give free flights to early this year. Of course, those with larger Klout scores got to experience a free trip courtesy of Virgin America.

I can definitely see where this is going. Klout scores have their strengths and weaknesses. I played around on the Klout site today to see my score. It’s a 46 (Update: Now, it’s a 51). It’s not horrible, but it could certainly be better. While I definitely never like to mention meaningless social media rankings because they’re usually just that, meaningless, this one you probably want to obsess about..just a little.

16 comments

  1. It’s an interesting story, I get your email newsletter but am unable to read it in the email as your google
    ads cover up half of the side of the story! I hope you fix that because I’d rather read it in my emails than
    taking the time to click thru to the site every time. Thanks, barb

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  2. i think klout is a really neat idea – especially that they are going beyond just number of followers to determine influence. i confess that i checked my score (who can resist?) but i’m ignoring it now. i’m a little obsessive and once i start looking at stats…. i can’t stop ;-)

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  3. It’s kind of like using social media even on your own and getting better service. I talk to brands on twitter a lot, and sometimes on facebook. With twitter I definitely notice that I am getting service above and beyond what a regular person would get just by calling an 800 number. Not all brands are like this obviously, but many are and I actively seek out twitter accounts for brands I use regularly. Not just a broadcast twitter account either, an interactive one.

    Via Klout I have also been given opportunities by brands to try out products and just share my thoughts via twitter – I like these opportunities – just fun little things to do :-)

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  4. I’ve poked around on Klout a few times and while I don’t necessarily care for another ranking tool, it does provide some useful information. It won’t change how I use twitter but it’s nice to see their algorithm thinks I’m doing something right.

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  5. Jennifer, during a big Little Remedies (April) Mom Blog/Fan Sweeps event where we gave away thousands, Little Remedies had a 52 rating. Now it’s just a 29. This is despite good giveaways every 3 weeks and lots of relevant content. One of the “problems” is probably that 90%++ of both Follow and Following tweeps are Moms, i.e., diversity is low. Also, we don’t actively sell or take a position on anything except for our caring for Moms and their little ones.

    As for my own, ellenZelwell score (and my profile is 80% Moms + various others who interest me), it’s just 26…despite ongoing content and conversation.

    So the basis of the klout score needs, I believe, to go onto some type of OBJECTIVE, SPELLED OUT scoring system that everyone can use. We can’t all be Demi Moore or Ashton Kutchner or Ellen D., right? In fact, if klout doesn’t get scoring systematic and transparent – and it’s used to discriminate – we all have a problem that goes beyond being annoyed.

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  6. Yeah I notice that social media is revolutionary for customer service. I was complaining about Comcast and Qwest and they both found me immediately and answered my questions (they came to me!)

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  7. Thanks for the link to the interesting read over at Advertising Age! I can definitely see preferential treatment based on social media status becoming a trend, for better or for worse.

    I just checked my Klout score and I’m at 42.

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