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 newsletter!

Error: Please check your email address.
Show Comments

Blog Posts

How to leverage the Internet of Things to understand consumer intent

'Intent' is the single largest performance marketing variable. It shapes our search queries, dictates our purchase paths and mediates meaningful interactions with brands regardless of channel, media or content type.

Oliver Smith

Business development, Performics Australia

3 ways customer data can increase online sales conversion

Data has been an increasingly critical factor in improving the efficiency and effectiveness of marketing and business operations.

James Bennett

Chief experience officer, Kalido

Our sharing future is both terrifying and exciting

Discussing the future in a realistic fashion is often a disappointing prospect. For all the talk of hoverboards, jetpacks and lightsabers changing the way we do things, the reality tends to end up being something as mundane as a slightly cheaper way to get around the city.

Jason Dooris

CEO and founder, Atomic 212

Hi, i am an Aistralian ALK patient, been on xalkori dec 13 to oct 15 and achieved remission of disease, since been on Ceritinib until no...

gary packer

Pfizer Australia adopts AI-powered digital analyst tool for sales and marketing decision making

Read more

Hi James, shouldn't marketers also be focusing on collecting and utilizing up to date first-party profiling data on customers so that mes...

Tom

3 ways customer data can increase online sales conversion

Read more

Wouldn't reconnecting with younger consumers be in direct contravention of the code on alcohol advertising?

Tim Palmer

Vodka Cruiser reconnects with younger consumers via category-first Facebook Live campaign

Read more

Thanks for the article Jennifer, you raise some interesting points. The supermarket and shopping centre examples particularly struck a c...

Jill Brennan

Why marketers should take note of social robots

Read more

Winning the retail game is really tricky at this point in time. Many retailers have declared themselves as bankrupt. But yes harnessing t...

Vanessa.M.Magers

​Bricks and clicks: Balancing digital and physical to win the retail game

Read more

Latest Podcast

More podcasts

Sign in