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

Blog Posts

Does your brand need a personality review?

There are five tell-tale signs your brand needs to take a long hard look at itself.

Charlie Rose

Senior Strategy Consultant, Principals

How to create profitable pricing

How do we price goods and services? As business leaders, we have asked ourselves this question since the history of trading.

Lee Naylor

Managing partner, The Leading Edge

Sport and sponsorship: The value of event sponsorship

Australia’s cricketers captured the nation’s attention during their recent run to the semi-final of the ICC Men’s World Cup. While the tournament ultimately ended in defeat, for over a month it provoked a sense of belonging, hope and empowerment for millions of people across Australia. Cricket, and sport in general, has a near-unique ability to empower individuals, irrelevant of their background, demographic or nationality.

Nikhil Arora

Vice-president and managing director, GoDaddy India

I didn't know about that. Thanks!

Jamison Herrmann

Twitter 'recap' helps you catch up with missed tweets

Read more

😂😂😂😂😂😂😂😂

Max Polding

What it takes to turnaround an iconic Australian brand

Read more

I spend a lot of time in my professional life as a provider of marketing solutions trying to persuade customers that CX, UX, UI and Custo...

sketharaman

Gartner VP: Why CMOs and CIOs must band together to make CX a discipline

Read more

I live the best deals at LA Police Gear.

Tyrus Rechs

6 Ways to ramp up Social Media to Your Web Design

Read more

Its absolute over priced acquisition. The CEO, must be fired for this all cash transaction. Absolutely no justification for prospective P...

about_face

Analysts question long-term play of SAP's acquisition of Qualtrics

Read more

Latest Podcast

More podcasts

Sign in