Nuevo Algoritmo de Klout… Más creíble?
Creo Klout y sus similares (Kred, PeerIndex, etc.), más allá de brindar un sólido y confiable servicio para las necesidades de medir “impacto o reputación de marcas sociales en línea (online social Brands)”, buscan primordialmente que sus Modelos de Negocios les permitan ser suficientemente sostenibles y rentables, para llegar a ser “candidatas” a optar por las “Burbujeantes” sumas de multi-millones de dólares en Wall Street.
En todo caso, parece irrefutable el hecho del tema de “Indicadores de Influencia Digital “como uno de los posibles y más críticos ”eslabones perdidos del ecosistema de negocios en web2.0”, particularmente para la gestión de Socia Media Marketing y SM Business.
Y es que los “indicadores de impacto sobre la reputación de marcas” son las guías clave de retro-alimentación para intentar regular y ajustar estrategias de contenidos-conversacionales “ganadoras”, sin las cuales se hace misión cuasi-imposible 2.0, el lograr al final del “Funnel 2.0” la “Monitarización” indispensable de los esfuerzos, iniciativas y recursos invertidos en Gestión SMMarketing, Community Management, y Gestión de Contenidos-Conversaciones.
Nada fácil siquiera imaginar hasta para profesionales expertos en algoritmia, la tarea sumamente compleja de intentar construir algoritmos “difusos” (nada de “Binarios” unívocos…) que manejen 400 o más variables “sintácticas 2.0 y semánticas 3.0 “, y ello en distintas dimensiones paralelas y simultaneas (7 diferentes social media’s, incluyendo blogs? ), donde encima, las interacciones y respuestas se dan en tiempo real.
Agreguemos que ello es proceso continuo 24x7, y sus resultantes deben ser sin “inconsistencias” y buscando algún tipo de balance tipo “referencial-benchmarking” que “normalice” (matemáticamente) el indicador resultante, para que sea válido al comparar reputación de un Bieber con un Obama… y “descarte” distorsiones de los “Follow me-Follow you”, “compradores de “reputación online” y especies similares…
Ahora Klout ademas ofrece variables a su algoritmo que consideran la reputación , y hasta posición dentro de la organización en el mundo “real”, como agregados adicionales para corregir distorsiones de comparaciones y BenchMarks referenciales… Muy bien, pero y cuales variables y como las correlacionan? … Misterios algorítmicos 2.0 …
Esperemos pues estas empresas y sus profesionales, cumplan sus curvas de aprendizaje, y tener pronto herramientas confiables para el SMM y SMB… generador de ROI medibles y tangibles…
Por cierto, y ha visto su Klout recientemente?
Y ahora si esta conforme con su nueva medición-Klout?
DESDE EL KLOUT SITE algunas de sus “características” al 15 de Agosto 2012:
I have previously written critically on the validity ofKlout scores. Too many truly influential people ranked lower than striving social media wannabes. There seemed to be too much encourgement to game the system. And Justin Bieber scored a perfect 100.
The folks at Klout have taken this all to heart and been hard at work on their arcane algorithms. Today they announced some significant changes. The most important one, as you can see above, is that Bieber has been taken down a notch and the highest rank now goes, appropriately, to the President. Love him or hate him, vote for him or against him, but in a viable democracy, the highest ranking member of the government should have more social influence than a guy who made a name for himself singing, “Baby.”
Politics aside (okay, if you have to know, Romney 90, Biden 88, Ryan 83) what has changed with Klout? Two big things. First, Klout now processes more than 2.7 billion pieces of information a day and its algorithm takes into account 400 distinct signals (Google, by comparison, only uses 200). And that information, which originally came only from Twitter, now comes from Facebook, Google+, LinkedIn, Foursquare and Wikipedia, as well. As Klout has grown, user activity on the site has itself become a source of information, but probably not the most dependable one. The addition of Wikipedia likely boosted Obama’s score and its inclusion is intended to raise scores of the actually influential but inactive on social media.
The other major change, which hasn’t hit my account yet, is a new, Facebook-like feature called “moments.” This timeline display shows your recent social activity that is relevant to your Klout score. This is intended to give you a reason to check in with the site regularly, but it runs the risk of either overtly influencing behavior or just being completely obvious (200 retweets = higher Klout score, etc.)
No matter what Klout, or Google, tells you, these algorithms are tweaked in order to produce certain outcomes. How the weightings work we will never know. All we can ask ourselves is does the world Klout describes accurately—and reliably—resemble the world we live in? Does it capture the distinctions of actual, real world influence?
Anecdotal evidence suggests that the scores of journalists and bloggers went up this go round, along with the President. It will take more than that, though, to turn many of us into believers.
Your Klout score may have just changed, by a lot. Tuesday the company rolled out updated scores for all of its users and began pushing out an updated Klout interface that focuses not on your Klout score, but the individual posts that got you there.
“We went from about 100 variables that we were looking at to over 400,” Joe Fernandez, founder and CEO ofKlout told Mashable. “We’re looking at a bunch of new stuff.”
The service is looking at 12 billion data points per day across the seven social networks it looks at — 12 times more than it did previously.
While things like your number of friends on Facebook and followers on Twitter still play a role in your overall score, Klout puts more weight on who those followers are and how you’re engaging with them.
For instance, a like on your latest cat photo from Barack Obama will mean a lot more than a like from your coworker. Getting 100 retweets from just 10 tweets will also weigh more into your score than someone who gets 100 retweets from 1,000 tweets. If the same people retweet your content everyday, their retweets will also be weighed less than someone who gets the same number of retweets from different people.
Klout also now takes into account more of your real-world influence, and takes into account how important you are at your company -– the CEO will earn more Klout than the mail guy –- and if you’re important enough to have your own Wikipedia page.
“We had to figure out how to balance the real-world influence with the online influence,” says Fernandez. “We still lean more toward the online influence but now your real-world influence is coming more and more into play.”SEE ALSO: 10 Things You Didn’t Know About Klout
“Justin Beiber had a score of 100 and Barack Obama had a score of 94. Because we’re now looking at Wikipedia, and Barack has such an important Wikipedia page, his score goes up to 99 and Justin Beiber’s falls to 91”
Klout Moments, a new page design when you log in, shows your most recent content , who it influenced, and how engaging it was. Your profile page on Klout now displays Your Moments, a look back at your most influential tweets and posts over the past 90 days.
Moments can also help you see what is making your score change.
“That was a common frustration people had,” says Fernandez. “Now you can see what resonates with your network.”
Fernandez describes Moments as a fundamental shift in Klout, and how people might look at the site, going from simply a score that was analyzing you to something that now shows off the interesting things you say, why you’re important, and what you’re passionate about.SEE ALSO: Your Social Influence and Why Marketers Care About It
“Before I would come to Klout and I would just see a bunch of graphs, this is such a more personal view. You’re not influential because of a number. You’re influential because of what you say.”
“Klout should make you feel important, and make you feel listened to.”
If you love looking at the graphs, updated versions are also available and can also help give you a closer look at where your score is ultimately coming from.
Eventually Moments will also be available for individual topics, so you’ll be able to click on something — say, “cats” — and see your best content on that topic.
Mentions via tag from other people
Posts on your wall
Overall friend count
Replies from you to your network
Number of followers
Comments on your content
Reshares of your content
Your job title on LinkedIn
Tips completed – the number of suggestions you’ve left at venues that people have actually completed.
+K from your friends now also plays a role in your score. Previously it only influenced what categories you were thought to be influential in, not how influential you were in general.
Inlinks to Outlinks ratio
Number of Inlinks
New Klout scores will go live Tuesday, and the updated interface will slowly roll out to all users.
What do you think of the new Klout? How did Tuesday’s update affect your score? Let us know your thoughts in the comments.
People have always had the power to influence others, and that power is being democratized with new social media tools. Klout’s mission is to provide insights into everyone’s influence.
We measure your influence based on your ability to drive action in social networks. We process this data on a daily basis to give you an updated Klout Score each morning.
Here are a few of the actions we use to measure influence:
You can already link these accounts with your Klout profile, and we are going to incorporate statistics from those networks into the Klout Score in the future.
While the Klout Score is useful for ranking overall influence, we also strongly believe you’re more than just a number. Whether you’re a musician, an engineer, or the President of the United States, everyone is special in areas that can’t always be boiled down to a single number, and Klout wants to recognize you for that.
Along with your Score, Klout finds your most influential topics based on the engagement you receive from others. You can see these in your topics section.
Topics can be added to your profile in two ways:
You may notice orange +K buttons across the site. Giving someone a +K is a great way to acknowledge that someone has influenced you about a topic. For example, giving your friend a +K in food after a stellar restaurant recommendation is a great way to explicitly signal their influence.
Giving +K is easy: just visit someone’s topics section and click on the orange +K button next to the topic. Your network will be sure to reciprocate when you start giving out your +K!
For some of the most popular topics, Klout has created topic pages. For example, on the Music topic page, you will find people who are noted as Top Influencers and Top +K recipients.
Top influencers are people that we have found to be the most influential based on their content. Top +K recipients shows the people who have received the most +K in a certain topic in the past 90 days.
Privacy is central to what we do and enters into every decision we make here at Klout.
In the same way Google analyzes public websites to generate PageRank, Klout analyzes publicly-available data to measure a person’s influence.
It’s why we respect the privacy settings of all the networks we measure and do not analyze private accounts unless given explicit permission to do so.
It’s why we enable anyone, even those with public data, to opt-out of being measured by Klout.
It’s why we have no interest in understanding the influence of minors.
And it’s why we’ll continue to work with our network partners, and build our own safeguards, to ensure the strictest of compliance with all privacy policies and regulations.
Did you know that most of the posts, videos, pictures and other data you create and share on the social web are available for the world to see? From Google to ad networks, thousands of companies track this data and use it for purposes ranging from providing better search results to targeting you with advertising.
Klout uses your content only to help you understand and benefit from your influence. We also want to help you understand how your data is used across the web.
If you are uncomfortable with your data being publicly available, we recommend that you set your various social media accounts to private. For most networks, having a private account will limit your data to only those you give access to.
Klout measures online influence based on public data; we measure private data only when we are explicitly given access from you, the user. We will never publicly share or display your private updates.
Klout values your privacy and works with all network partners to ensure the strictest of compliance regarding how your data is used.
This is just the beginning of what Klout can offer you. We will continue to improve in our goal to help you understand and unlock your influence.