If 2010 was “The Year of Influence”, then 2011 is the year we try to make sense of it all in the pursuit of the ever elusive “social media ROI”.
When someone asks about “top influencers” what they really want to know is, “what drive human behavior?”
If Person A tweets their love of Product XYZ to their 100 followers, then Persons B, C, and D re-tweets to their 10,000 followers, respectively. What makes anyone want to buy it? And furthermore, who is really driving that action?
Was it Person A, because she’s an expert when it comes to all things “XYZ”? Or Persons B, C, or D because they’re such fascinations to the masses?
The answer is, “it depends”.
As I’ve written in an earlier post, number of Twitter followers doesn’t necessarily drive action. On the other hand, the power of social media to influence purchasing decisions is undeniable. Somewhere in between lies the sweet spot where reach drives action. Attaching a quantifiable metric or ranking to that point allows marketers to put a dollar value on one person’s word versus another.
Over the past year, Klout has emerged as the go-to leader for determining social media metrics. It’s been at the center of much controversy and drama, as brands and companies have used it to determine everything from VIP guests lists to luxury travel perks to university rankings.
With business putting such an urgency on connecting to social media, it’s not surprising that other analytical tool have emerged to compete with Klout. The hope is to provide some insights that Klout does not in order to determine what truly drives action.
Here are a few alternative to Klout for measuring social media capital:
While both Klout and PeerIndex result in a single “score”, PeerIndex lists users in terms of their “sphere of influence”- what do they tweet about most and to whom.
PeerIndex also looks at shared links, offereing insights into which sites are the most influential on a specific topic or subject matter.
PeerIndex seems to be doing more analysis of the content of conversation while Klout is looking more at the context surrounding the conversation. Both provide invaluable data to us in different ways.
Essentially, are you interesting? How many people follow you? How active are you in the community? Does anyone believe what you say?
Rather than giving users a single (combined) ranking, TweetLevel scores for each of these four metric. Then, it offers advice on ways you can improve your ranks as needed.
Here is another way to look at it. By giving you a score for each area, TweetLevel reveals your strengths as an influencer within your “sphere”. For instance, say you only have 100 followers (low popularity), but you interteract with every single one of them on a regular basis (high engagement) and your words have value to them (high trust).
Your impact would be far greater than someone who has 80,000 followers, but couldn’t get a single one of them to donate money to a charity or try a new product.
To which I ask, can’t Google Analytics be the Google Analytics of Twitter?
While Klout’s aim is to provide an outward (public) ranking system, Twitalyzer was developed as a business platform to be used internally to measure and improve the effectiveness of a company’s presence on Twitter.
Twitalyzer aggregates data from several metrics, including Klout and many others. Their customers are given these numbers in light of competitive data, who they influence, and how to use that influence to their advantage. They can then use that informtion to build a social media strategy or cultivate awareness.
Earlier month, Twitalyzer made to move from being a largely free service to a largely paid service, offering three unique service plans ranging from $4.99 to $99.99 per month.
It’s an ideal service for small to midsize companies looking to manage their social media outreach in-house, or individuals looking to quanitfy their impact in prompting brands on their personal accounts.