Focus on people, not social platforms: Klout CEO

Social influencers will know where to tell a brand's message, says Klout co-founder Joe Fernandez.

Klout CEO Joe Fernandez
Klout CEO Joe Fernandez

Brands should seek out influential people on social media rather than try to determine the right social channel, according to the co-founder of Klout.

Klout is a Web platform that analyses a person's social media activity to measure their influence. Klout assigns a score between one and 100 and provides detail on the subjects the person is most influential in.

New social networks are constantly popping up, so it’s difficult for marketers to keep track of which channel they need to focus their energies on, Klout CEO, Joe Fernandez, said today at the Telstra Australian Digital Summit in Sydney.

In addition, people trust their friends much more than they trust a brand doing mass marketing, he said.

Rather than focus on the social platform, it is better to engage influencers and let them choose the appropriate channel for spreading word about the brand, he said. A brand message told by these influencers will carry more authenticity and reach more people, he said.

"Let them tell the story, because they'll know where to tell it," Fernandez said.

He cautioned this method requires a brand to give up control of their brand message and trust consumers to tell it effectively.

"They're going to tell it in ways that you may not always be comfortable with, but it's going to have the impact you just can't have," he claimed.

While Klout has made its name on the influence score assigned to each person online, Fernandez said he's annoyed by people who rely on the score alone and don't bring in any context.

"The crowd score has been our best asset and our worst enemy," he said.

"It betrays the value of everything we're doing below the surface -- understanding the topics, understanding where somebody's influential, understanding who they engage with [and] the methods they communicate through."

"When I see people try to oversimplify in terms of making decisions without pulling as much context together as possible, I think it leads to bad outcomes."

Pictured: Klout CEO, Joe Fernandez

Adam Bender covers digital marketing and emerging technology for CMO and is the author of dystopian sci-fi novels We, The Watched and Divided We Fall. Follow him on Twitter: @WatchAdam

Follow CMO on Twitter: @CMOAustralia, take part in the CMO Australia conversation on LinkedIn: CMO Australia, join us on Facebook: https://www.facebook.com/CMOAustralia, or check us out on Google+: google.com/+CmoAu

Signup to CMO’s email newsletter to receive your weekly dose of targeted content for the modern marketing chief.

Join the CMO newsletter!

Error: Please check your email address.
Show Comments

Supporting Association

Blog Posts

Disruption Down Under – What’s Amazon’s real competitive advantage?

Savvy shoppers wait in anticipation, while Australian retailers are gearing up for the onslaught. Amazon’s arrival is imminent.

Change across the board: Why boards need to digitally evolve

Traditionally the non-executive board of a company acts in an advisory capacity - attending monthly board meetings to offer overarching advice and guidance typically focusing on:

Jodie Sangster

CEO, ADMA

The most desirable customers you’ve overlooked

“What will really move the needle?” This is a question that keeps leaders awake at night. And at the intersection of some of their top priorities – finding pockets of growth, redefining the customer experience, and making an emotional impact – lies a latent market: Their diverse customers.

Really inspiring !

Goldenboy Media

Jaywing sets sights on Australian growth with digital and data-driven agency model

Read more

Being aware of regulations or guidlines is just the start. As our CEO Emma Lo Russo stated exactly two weeks ago at an event we supported...

Alan Smith

​Are the Wild West days of influencer collaboration over?

Read more

Rebranding is always nice solution to get better organisation. Businessman may apply certain special services (for example, https://www.l...

David Hill

CMO interview: Spearheading the global rebranding of OFX

Read more

Thank you so much for sharing this article.Top Digital Marketing company in Bangalore

Way To DM

Predictions: 17 digital marketing trends for 2017

Read more

Thanks for the great article Jodie, agree many boards and senior execs are operating in outdated modes, just as we need some reverse soci...

sharyn

Change across the board: Why boards need to digitally evolve - Data-driven marketing - CMO Australia

Read more

Latest Podcast

More podcasts

Sign in