Your MD social media influence doesn’t grow by accident. It takes a considerable deal of planning and execution to enhance your social media ranking. So how do you know if your efforts are working? Over the last couple of years social media influence has come to be determined by:
- Influence of Followers (power of your network)
- Number of Likes
- Influence of those sharing your content (Twitter, G+, Facebook, …)
- Engagement with your audience
As the number of people working to influence social media rankings has grown exponentially, it has become increasingly difficult to judge social media influence effectively. All of the factors listed above provide part of the picture but are insufficient. A service that has stepped into the void to try and provide an accurate social media ranking is Klout
Klout has the ambitious goal of providing an overall social media reach score that accurately reflects how your goal of becoming a social media hub is progressing. Twitter and Facebook are its primary considerations but plans are underway to add LinkedIn into the equation. Klout analyzes 35 variables to come up with a score in three metrics: True Reach, Amplification Probability and Network Influence.
True Reach offers a picture of how engaged your audience really is. Klout sifts out all the spam and inactive accounts from its algorithm thus giving you a better picture of how active followers are reacting to your content. Facebook shares and retweets by active followers is the major consideration. The influence of those following and engaging with you and the number of lists you have been added to also factor into your true reach.
Klout does a superior job at measuring what most medical professional don’t have the time or resources to attempt. Amplification measures what happens with your content after being posted. Some of the questions answered by this metric include:
- Do your messages start conversations or are they ignored?
- What happens to your tweets after you send them?
- How does incoming activity compare to your outbound activity?
In other words, Klout seeks to answer whether you are just talking to yourself or if others are paying attention to your conversation.
The goal here is to give you an idea of how influential your audience is. Of the three metrics, this one probably means the least. Klout uses the Klout scores of those in your engaged audience to make this determination so it is a bit skewed. Even so, it does at least give you a rough idea of your progress in expanding the reach of your social media efforts.
The Bottom Line: Klout isn’t perfect. Some of the measurements are a bit arbitrary but it does give a good visual of your social media influence. Klout is working hard to offer an accurate snapshot of how you are doing online. Just keep in mind that Klout is only one of many signals representing the success of your social medial efforts. Some people get trapped in focusing solely on their Klout score and forgetting the true reason they should be participating in social media — to listen, learn and engage.