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!

Or

Sign up to gain exclusive access to email subscriptions, event invitations, competitions, giveaways, and much more.

Membership is free, and your security and privacy remain protected. View our privacy policy before signing up.

Error: Please check your email address.
Show Comments

Latest Videos

More Videos

Great piece Katja. It will be fascinating to see how the shift in people's perception of value will affect design, products and services ...

Paul Scott

How to design for a speculative future - Customer Design - CMO Australia

Read more

Google collects as much data as it can about you. It would be foolish to believe Google cares about your privacy. I did cut off Google fr...

Phil Davis

ACCC launches fresh legal challenge against Google's consumer data practices for advertising

Read more

“This new logo has been noticed and it replaces a logo no one really knew existed so I’d say it’s abided by the ‘rule’ of brand equity - ...

Lawrence

Brand Australia misses the mark

Read more

IMHO a logo that needs to be explained really doesn't achieve it's purpose.I admit coming to the debate a little late, but has anyone els...

JV_at_lAttitude_in_Cairns

Brand Australia misses the mark

Read more

Hi everyone! Hope you are doing well. I just came across your website and I have to say that your work is really appreciative. Your conte...

Rochie Grey

Will 3D printing be good for retail?

Read more

Blog Posts

How to design for a speculative future

For a while now, I have been following a fabulous design strategy and research colleague, Tatiana Toutikian, a speculative designer. This is someone specialising in calling out near future phenomena, what the various aspects of our future will be, and how the design we create will support it.

Katja Forbes

Managing director of Designit, Australia and New Zealand

The obvious reason Covidsafe failed to get majority takeup

Online identity is a hot topic as more consumers are waking up to how their data is being used. So what does the marketing industry need to do to avoid a complete loss of public trust, in instances such as the COVID-19 tracing app?

Dan Richardson

Head of data, Verizon Media

Brand or product placement?

CMOs are looking to ensure investment decisions in marketing initiatives are good value for money. Yet they are frustrated in understanding the value of product placements within this mix for a very simple reason: Product placements are broadly defined and as a result, mean very different things to different people.

Michael Neale and Dr David Corkindale

University of Adelaide Business School and University of South Australia

Sign in