Got Klout? Got Kred? Do these numbers correctly identify and measure influence? Jason Falls boldly asks Kred's CEO, Andrew Grill "Can't people game the system?"
As marketers trying to prove our value and make our case, we have an undying reverence for statistics and metrics. From market research to analyzing campaign results, the numbers do not lie. Measuring values of cost and revenue is one thing, but what about when we start applying numbers to people?
Red hot as the couch the CEO of Kred, Andrew Grill sat on, social influence measurement is a trending topic that people are talking about. Jason Falls opened the conversation during a fireside chat with Grill and shared concerns about privacy, brands abusing the data and people “gaming the system.”
Grill responded with real world examples like the time he remembered someone left the salary report on the copier and everyone started to compare each other with one another. “It caused a lot of problems.”
He reminded the audience that the intent of social influence metrics like Kred is to present influencers in specific areas. As advertising becomes less relevant, people are turning to their social networks for validation and Kred provides a solution to check social credentials.
He also states, “People can manipulate Klout or Kred scores, just like life.” The numbers must be balanced with other factors when approaching a person’s full story. Take for example Grill’s age. He celebrated his 44th birthday and the audience sang the birthday song to him. He may be older than Falls, who is 39, but their experiences are very different.
There is no doubt, credentials matter. They always have and they always will. And no one would have to check a number to validate this… Falls and Grill both have Kred, loads of it.
For full recap of social influence and the four tips on building a successful social business, you may want to read "4 Rules for Today's Social Business Journey" on Social Media Explorer.
