Social Media Tools Insurance Professionals Don’t Understand – Klout

I have a Klout Score.  As of writing this post my Klout Score is 61.  On the right side column you will see my current Klout Score.  So what?  What the heck does my Klout Score mean to my social media presence and is there any way I can leverage my Klout Score to better utilize my online exposure?


“The Klout Score is the measurement of your overall online influence.”

Klout has come up with three categories with which they rate your overall social media presence; True Reach, Amplification Probability, and Network Score.

By attaching your Twitter, Facebook, and LinkedIn profiles to the Klout system you get a general idea of your “influence” on the people that you connected to.  I highly recommend going to this Klout page which explains in detail all the facets of how your Klout Score is derived.  There is quite a bit to it and re-printing that information here is not necessary.

What Does My Klout Score Actually Mean?

OK, you have this number which is supposed to be a representation of your ability to influence other social media users and now like any good business / insurance professional your asking yourself what this actually means for you and your business.  Good question?

I want to start my answer to this question with a disclaimer, Klout Score is not perfect, so don’t get messed up if you feel like your score is low.  Also, there may be technical reasons why your score is low.  Make sure that all three, Twitter, Facebook, and LinkedIn profiles are attached to Klout (If you don’t have a profile on all three of these social media websites then you SHOULD NOT BE WORRYING ABOUT KLOUT!  Social media either doesn’t mean enough to you or your are not willing to engage enough for Klout Score to have any value). Now that you’ve verified that everything is connected correctly, its time to analyze the information that Klout is providing you.

What Klout is trying to do is give an accurate representation of your ability to influence other online users.  I use the word accurate for the following reason… Say I have 1,000 twitter followers and you have 500.  One would surmise that I have a larger network and therefore more social media influence.  However, this may not be true.  If I post a message to twitter and 100 of my 1,000 followers read the message and Re-tweet it and you post a message and 250 of your 500 followers Re-tweet who has more influence?  I’m going to say YOU do… Klout is trying to put a score on the number of people you actually have influence over and what is the likelihood they will continue to spread your message.

How Do I Use Klout Constructively?

Here’s the spoiler… In the insurance world, I haven’t yet wrapped my brain around a solid business function that drives revenue.  However, using Klout to analyze the effectiveness of the material that your Agency is producing and releasing to the web can be very valuable.

The value in Klout for me at this point is similar to Google Analytics.

Example: Klout tells me that I have 156 unique Re-Tweets over the last 30 days… Is that good or bad, I really have no idea, but over time I can track if that number is increasing or decreasing.  If I am continuing to connect with new people who find my content appealing and useful enough that they are compelled to Re-Tweet it, I see that as a win.

Here are some thoughts by Chris Brogan on Klout and Influence.

The Rub

I have no idea if Klout is going to remain a player in the Social Media world as the Internet continues to evolve, but what I’m fairly sure of is that a ranking system of some sort will be a major part of our Internet experience in the years to come.  Advertisers, Social Media Platforms, Online Retailers, Bloggers, etc are increasingly in need of a way to segment online users.  Tools like Klout, (which I admittedly do not have a revenue driving business use for NOW), will be necessary in order to deliver the level of segmentation desired.

Your ability to influence and amplify a message in the Internet world plays a major roll in your success online.  Klout and services like it are putting a score to that ability and whether you like it or not you will judged based on that score.

Thank you and Good luck,

I am Ryan Hanley and this is Content Warfare.

SPEAK YOUR MIND: Where do you see Klout going?  Are you using Klout and how?  I would love to hear your thoughts!