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Should Small Business Owners Use Klout?
Klout scores have always been a point of contention at Blue Corona—at least for me and my boss (Big Ben Landers). Simply put, a Klout score is a number between one and 100 that attempts to measure your personal online reputation.
Initially, Ben’s score was several points higher than mine. You would almost expect that. An “industry influencer” as he likes to call himself vs. a somewhat social media savvy 20-something.
But eventually, Klout started to incorporate more networks into its score—like Instagram. It’s almost like Klout wanted to give me an edge over my boss. Needless to say, he was not happy the day I finally surpassed him. I’m not trying to say I felt less secure in my job that day or that I checked my brake lines before driving home that night or anything, but looking back I probably could have done without the Twitter gloating:
While for the most part, we just think of Klout scores as a fun contest between staff at our office, a recent Klout development has me wondering whether or not marketers and business owners alike might start taking Klout more seriously.
Klout’s New Content Discovery & Creation Platform
According to a recent post on Klout’s blog, one of the best ways to improve your Klout score is to create great content. (Bonus points—this is also a great way to rank better in search engines, to get more traffic to your website, to convert more visits into leads, etc. etc. etc. Takeaway: content rules).
“Today I’m proud to announce a new version of Klout that takes the first step towards our vision of helping people be known for what they love. Leveraging our massive trove of social data and years of experience developing the topic graph, our new content platform helps Klout users be better content creators,” the blog went on to say.
The new Klout content platform—unfortunately named #NewKlout—helps you to not just measure your Klout, but to build it (those are Klout’s cheesy words, not mine).
#NewKlout introduces three new tabs on the left sidebar, allowing you to “Create,” “Schedule,” and “Measure” the content you create.
Under the “Create” tab, you’re also able to “Add Topics” to see what influencers are saying about that topic.
For example, when I added the topic “SEO,” several articles from Search Engine Land and Search Engine Journal (among a few other sites) were assembled into a feed.
I then had the option to thumbs up, thumbs down, or share the content.
Should I Share My Content on Klout?
Klout is definitely not the first social network to attempt to break into the content discovery game. Hubspot put it well when they said,
“With Facebook’s recent launch of Paper and LinkedIn’s acquisition of Pulse, there’s a really hot trend of social networks trying to solve the content discovery problem on the internet. Since there is now more content online than ever before, and more people are spending their time on social media, each network wants to make sure people are spending their time with them.”
There are plenty of places for you to share your content these days. Should you add Klout to that list?
If you’re interested in building your Klout score for whatever reason, sharing your content on Klout is definitely a great route to take. But if you’re a business owner simply looking to get more leads and sales from the Internet, you’re going to have to ask yourself where your potential customers are spending their time.
For example, sites like Search Engine Journal and Search Engine Land probably have the right idea by sharing their content on Klout. People like me and Ben (and most likely others in the SEO industry) check Klout somewhat frequently and are likely to see this content.
But what if you own a plumbing company? Does the typical homeowner check Klout with any regularity? And if they do, are they likely to add “Plumbing” as one of their topics of interest? And even if they do, would they be in your service area?
On the other end of the spectrum, if you are a master plumber looking to be THE absolute authority in the plumbing industry that all other plumbers recognize and reference, increasing your Klout score and sharing your content on Klout might be an interesting strategy to track and test. And I’d do it now while #NewKlout is still, well, new.
Finding Influencers in Your Industry
Let’s not forget the other way you can use Klout for your business—to find influencers in your industry. According to Klout’s website, “Klout has the largest consumer base of any influence marketing platform. Our business tools empower marketers to identify and engage with millions of top influencers increasing earned media and improving brand lift.”
If you can find and engage the top influencers in your industry (or even in your target market), it can help increase your brand awareness and also increase your social media influence. To put it simply, it can be helpful to have friends with high Klout scores.
And if you’re wondering who’s winning the Klout war between Ben and me at this very moment, we’re in a tie—for now. But I think this war is far from over.
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About The Author: Blue Corona's Editorial Staff is determined to help you increase your leads and sales, optimize your marketing costs, and differentiate your brand by passing on our tribal knowledge. The team vigilantly stays on top of the latest in digital marketing, bringing you the top insights with expert commentary. Want to see something on our blog you haven't seen yet? Shoot us an email and our marketing team will get to work.
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