Klout coupons for Facebook – will it work?

Audi Facebook content available with Klout score

Score!

A new app for Facebook pages will take a user’s Klout score into account before giving them access to certain content.

While exclusivity is great for generating publicity, could this tool risk leaving some legitimate fans feeling snubbed?

Klout measures activity and influence across Twitter and Facebook, using 25+ metrics, and calculates an overall score on a scale of 1-100. The idea behind the Facebook app is that brands can then offer exclusive content, deals and discounts to users who meet a certain influence threshold. Theoretically, this “gating” should reward and capture the attention of social media users who are more likely to share their experience with their audience.

Audi is the first brand to use the technology, and the first “perk” available is a desktop wallpaper - a relatively minor prize but certainly a gesture that I’m sure Audi fans will appreciate.

Klout, like other influence measurement tools, does have some drawbacks - if you’re not satisfied with your rating you can “game” your way to a higher score  so the accuracy of the number may not really reveal much about how much influence a user genuinely has.

Another difficulty is that the quality and areas of interest for your audience are not indicated. Using Audi as an example, even though I have a score of 38, my involvement with automotive discussions and communities is very low and there are equally likely to be petrolhead types who may already be Facebook fans of Audi but don’t have enough of a social network to be considered worthy of additional content, even if they post in specialist car forums.

As a gatekeeper, using Klout risks letting in the wrong kinds of fans, or worse - it could alienate genuine ones. I’m of the opinion that while rewarding loyal and influential social media users will clearly have benefits for word of mouth, tools such as Klout and others may need to become more refined.

That said, maintaining a user’s interest and engagement requires something in return for their time, so I really do appreciate the direction that this is taking. Brands should always be thinking about what they can offer their fans, friends and followers in return for their interest.

Empire Avenue, social capital and the value for brands

Homepage logo for Empire AvenueRecently quite a few of the FreshNetworks team have started buying and selling each other on the internet.

…It’s not as bad as it sounds!

What’s happened is that Empire Avenue, a gamified approach to measuring social influence, has sparked off some friendly rivalry as we work out just how much social capital we hold.

So how does Empire Avenue work? Basically, it measures your activity on certain social networks, and is not dissimilar from other influencer measuring tools such as Klout and Peer Index.

Where Empire Avenue differs is that your value can effectively be peer-reviewed by others buying and selling shares in your score, giving you an incentive to remain a valuable commodity and remain active on your social networks.

What’s the value for brands?

While it can be a fun (and distracting) way for individual users to interact, the value of Empire Avenue for brands is especially interesting.

Xbox is currently the most valuable branded stock, but other businesses in the top 20 include Nokia, Audi, Toyota and Ford.

The early adoption of automotive brands is interesting, as one of the features of Empire Avenue is the option to buy “luxury items” - like a fancy badge that displays a manifestation of your virtual wealth. At present these are generic items - cars, boats, houses etc. but I expect we’ll soon see branded versions being offered by companies as aspirational items, or even rewards for loyal fans.

Brands will also be able to communicate with their users as the Empire Avenue platform offers real time chat and status updates. It also offers users the chance to  purchase in-game adverts to encourage visits to their profiles and, hopefully, investment in their stock. The relationship works both ways and brands can also invest in their fans, which is certainly a new type of engagement that goes beyond what we have seen before.

If you or your company are already active on social media, now may well be the time to think about “investing” in Empire Avenue.