Talk It Up!

Klout: who the frak cares?

Klout has changed its influence algorithm again. But does anyone care?

Yesterday, Klout changed its influence algorithm again in the face of user complaints that the online measurements didn't accurately reflect real-world influence. And critics have been strangely silent of the change. Can that be because no one cares about Klout anymore? (Probably.) Or is it more likely that most key influencer's Klout scores increased this time instead of decreasing like last time, so users can't be bothered to be outraged?

I was amused to see that my Klout score went from a so-so 54 to a more respectable 66 (and I have no entry in Wikipedia, FYI). Spoken's Klout score likewise saw a respective uptick, even though we don't have a Facebook presence and only just initiated a Google+ presence.

The changes

Klout now takes into account Facebook mentions, likes, comments and subscribers; Twitter mentions, lists, followers and replies; Google+ +1s and comments; LinkedIn connections and recommendations; Foursquare tips done; even +Ks and Wikipedia mentions. The full list is here; over 400 signals are included in the super-secret, mysterious calculations this time around.

Much has been made of the fact that those with real-life influence are now more accurately graded as opposed to those who have simply gathered a lot of Twitter followers. Obama's score is now a healthy 99, higher than Justin Bieber, 92. And all is right with the world.

The change is credited to the inclusion of Wikipedia as a signal, which begs the question: now will everyone have a Wikipedia entry to increase their Klout scores and get better customer service?

The results

The truth is that some people care about Klout; most don't. As long as the metric is owned and operated by a private entity that has a vested financial interest in people attibuting value to their scoring system, it will not be considered an impartial and accurate tool for measuring influence. It's a nice number, and it's not bad as a motivation to participate more actively in your social networks of choice.

But let's not lose any sleep over it, shall we?

How to increase your Facebook EdgeRank

The guide to gaming Facebook's EdgeRank

I'll admit that I've been advising brands simply not to use Facebook as a marketing tool unless they are willing to shell out cash for ads and Promoted Posts. Gone are the days of democratic distribution of your message; Facebook's EdgeRank now determines which content users will see and what they won't.

That being said, BuddyMedia has created a useful whitepaper to... well, not exactly game the system, but being aware of which content is more likely to increase Facebook engagement and therefore your Page's EdgeRank. It turns out that Facebook users spend 27% of their time in the News Feed, so if you want your Page's posts to be seen and engaged with, it's important to maximize their exposure.

What is EdgeRank

The quickie summary: Facebook shows two feeds, "Most Recent" (the timeline) and "Top Stories" (EdgeRanked posts from the person's Friends and Page affliations). As BuddyMedia summarizes the EdgeRank system:

The above factors all play into an algorithm called EdgeRank. Any item that appears in the News Feed – such as a status update or video – is called an “object,” and any action taken on the object – such as a like or comment – is called an “edge.” Each edge carries a different weight value, as does the type of object on which it appears, hence the name EdgeRank.

An object’s EdgeRank is based on three factors: affinity, weight and relevancy. When multiplied together, they have the ability to push your content to the top of the News Feed, where people see what you have to say.

How to improve your EdgeRank

Fortunately, the advice on improving your EdgeRank is pretty simple and intuitive. BuddyMedia recommends:

• Ask questions. More comments = higher EdgeRank. Even negative ones increase the ranking. Plus, people love to give their opinions; don't you? And here's some more statistical fun: posts with keywords “where,” “when,” “would” and “should,” show a higher fan engagement. The word “would” drives the highest spike in Likes. So ask what fans would like to see or do.
• Post games and trivia. Games that ask fans to caption a photo or answer a trivia question increase engagement. We all love to show off our wit and knowledge, right? Anecdotally, one of my most engaged Facebook posts was a request for podcast fans to write limericks. Over 50 very fun responses!
• Reply, reply, reply. The longer the reply thread, the higher the EdgeRank. Respond to comments and interact with fans. Keep the conversation going.
• Post photos and videos. Visual content such as photos and videos tend to garner more engagement and responses than text content or links alone. And fans tend to love photos of the brand's staff in casual situations, so posting a pic of a staffer about to go on stage usually becomes popular.
• Ask about current events. It turns out that 51% of users who get news online use social networks such as Facebook. Generate conversation by asking about related current events and news. Remember, more comments equals higher EdgeRank.
• Tell fans what to do. Studies show that fans follow instructions quite well. Tell them simply and sweetly to share the photo if they agree or to comment with their opinions.

So, while I personally am becoming less and less a fan of Facebook, there is still value in engaging with fans through a Facebook Page. And there is no need to pay for ads or posts--keeping engagement high will affect EdgeRank and keep your Page's posts at top of mind and top of feed.