Klout: misurare l’influenza social del proprio brand

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Brand Manager e soprattutto CEO, possono sfruttare molte piattaforme social per comprendere qualcosa in più della potenziale clientela, ma anche per capire il grado di influenza che il proprio marchio ha nel mondo del web 2.0. Oggi analizziamo uno strumento legato a questo tipo di esigenza che si chiama Klout.
Klout, è una piattaforma che serve per misurare l’influenza degli utenti sui social media di rilevanza (principalmente Facebook, Twitter e LinkedIn). Questa misurazione viene effettuata attraverso il loro carisma nell’evidenziare e creare contenuti e soprattutto coinvolgere le proprie reti di amicizie.

 

A parlare di Klout è il suo social media consultant, Mark Fish, che ha portato delle notifiche relative a Twitter e dichiarando:

 

“Klout consente di tenere traccia dettagliata che possono avere i Tweet di Twitter. Potete vedere l’impatto delle opinioni e dei messaggi attraverso il grafico social Twitter. Il pannello di controllo, invece, consente di esaminare alcuni dati importanti come: che ti influenza, che è influenzato, il Top retweet e altre statistiche. Qualora si fosse un Social Media Producer non si potrebbe fare a meno di provarlo”.

 

Queste dichiarazioni acquisiscono maggiore importanza nel momento in cui andiamo a documentarci e vediamo che il Klout Score è diventato uno degli strumenti di misurazione standard della popolarità sul web, di rilevante importanza. Le variabili che questo indice ci restituisce sono nello specifico:

 

  • True Reach: numero di persone influenzate (in quanti condividono quello che pubblichiamo)
  • Amplification: l’ampiezza dell’influenza (quanti ri-condividono e rispondono al contenuto)
  • Network: Quanto i Top Users sono interessati alle nostre news ed implementano il nostro Network Score.

Attraverso questo strumento, si possono avere una serie di dati importanti e determinanti, soprattutto distinti all’utenza singola, oltre che alle masse di utenti che possono implementare le nostre azioni di social media marketing. Interessante da valutare sarà anche lo strumento di PR 2.0 (social media sponsorship), ma in questo caso non lo analizzeremo per farlo in separata sede.

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