April 27, 2017

Helping PR pros make smarter decisions

Kloutpocalypse 2011

Kloutpocalypse 2011

Here we go again.

Klout changed their algorithm last night, and their blog post announcing the changes says:

A majority of users will see their Scores stay the same or go up but some users will see a drop. In fact, some of our Scores here at the Klout HQ will drop — our goal is accuracy above all else. We believe our users will be pleased with the improvements we’ve made.

But oh boy, read the comments. People are *not* happy. Some appear to have either company or client goals tied to increasing Klout scores. Some have dropped 20+ points, or more. Many appear to be unhappy because they “learned” how to increase their score under the old algorithm and now they have to figure the new one out.

The nitty-gritty here is that the second you tie a strategy to working the algorithm, you are putting that strategy’s fate in the hands of someone else. It’s clear from some of the comments that people were using Klout–a free, third party tool with flaws that have been noted all over the blogosphere–as a measure to: track social media marketing effectiveness, as a metric for clients, etc.

Can we now all agree that using Klout scores for things like hiring decisions, or how to triage customer service complaints, is goofy? This should be a simple data point. One of many, and a starting off point, not an end in and of itself.

 

 

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About The Author

Jennifer Zingsheim Phillips is the founder of 4L Strategies, and has worked in communications and public affairs for just over 20 years. Her background includes work in politics, government, lobbying, public affairs PR work, content creation, and digital and social communications and media analysis.

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