What exactly is Klout? Klout measures your overall online influence on a scale of 1 to 100. It looks at Twitter, Facebook and the like and examines several factors. It looks at your True Reach, or how big is your engaged audience. It looks at Amplification Probability, or how likely a person on your audience will click your link. It also looks at your Network Influence, such as how often you get retweeted. All told, it can measure exactly how influential you are.
Why do you need to know this? Because having a hit is not just how you write and record it. It’s also how well you get that hit out there. You are probably understanding the power of Twitter and Facebook in spreading the word about your music, but what are you REALLY doing about it?
Klout’s not the only one doing this measurement either. A new site called PeerIndex is in Beta and also registers influence, but thru a variety of additional factors, not to mention singling out your industry. The fact that a few weeks ago, I saw several of my friends identifying their PeerIndex ranking says that this does have a good amount of meaning.
I’ve been thinking a lot about Klout lately because how much you have of it is crucial to how successful you may be. My recent posts on Rebecca Black were certainly created to spread lessons on why it became a hit. But I also knew that her trending combined with my analysis would be a piece likely spread. This, in turn, raises my Klout and expands my influence. I also am very judicious on who I follow and what ratio it’s at to people who follow me. A ratio that’s too high will lower my Klout, and influence is of great importance.
As an executive or as an artist, how do you use your Klout? Do you manage yourself to have great influence, or are you spreading yourself wide, but thin? You should also be looking to the Klout of those that follow you. An article last year in AdAge showed how several companies find fans with Klout and target them with perks. This is probably some of the smartest targeted marketing you can do. It’s the kind of thing that musicians used to do well, but somehow have lost touch. Treat the most influential fans well, and watch your fanbase grow. Not hard to understand.
Klout is also something that interestingly enough did not come up in Billboard’s list of 140 Most Influential Tweeters. I am honored having been chosen as one of those influencers on the list, but also feel that when Klout scores are added, you get some more interesting observations. Of the top 10 most influential, 40% are in the hip-hop world. While this shouldn’t have surprised me, it did. It may not get the same press as Ashton Kutcher or Charlie Sheen, but pound for pound, the street buzz mentality of hip-hop music has spread to Twitter and is continuing with abandonment online. Other notable observations include high Klout for those affiliated with super stars and, naturally, those with celebrity personalities. Billboard’s most influential writer also turns out to be their Editor-In-Chief, Danyel Smith who also comes from the Urban world.
@TomDavenport on PeerIndex took many from the Billboard list and created a list that then ranked them in order of influence. The Top 100 Global Music Business Chart takes out artists and adds in folks from the UK list. It keeps in press and bloggers, hence Perez Hilton’s #1 ranking. However, it got me thinking. If we’re truly looking at influence, it shouldn’t be filtered by a chart, but be compiled from any eligible person. For example, Justin Bieber’s manager Scooter Braun would have a high ranking due to his popularity. Let me know who is missing from this list so we can compile a Music Biz executive list that’s based as impartially as one can make it. Add your favorite forgotten execs in the comments and we’ll put together a chart.
Incidentally, I’m at #62 right behind Ian Rogers and ahead of Jeremy Welt. I probably still have some work to do.
So…who else is missing from this list?