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Klout has attracted it share of critics but it is also an undoubtedly useful tool for businesses trying to achieve a culture of content creation.
Our team needed to establish metrics that would drive the right behaviors in the organization over the long-term. But how do you measure cultural change? How do you measure whether a team is moving from a comfort level with advertising and broadcasting to one of listening, creating, responding, and nurturing an audience of relevant healthcare influencers?
We looked at a variety of metrics but the more we thought about it, “Klout” seemed to fit the bill.I know I risk a torrent of critical responses by even mentioning the name of this company. But if you already on the brink of a rant, I would like to ask a favor. I am taking my time to create free, thought-provoking content for you. Before you rant about Klout in the comment section, please put pre-conceived notions aside for just one moment and don’t skim the article. Then, you can rant : )...
Good case study on social marketing measurement from Mark Schaeffer. His choice of clout is a creativecreative, if imperfect, pick but it makes for an interesting discussion.