In thinking about 'Social Communication' vs 'Private Interpersonal'. I think of how much I converse via email and SMS (1400 texts per month) vs 10 Facebook comments, though my tweets might be upwards of a few hundred a month. Cell phone 800 minutes a month. In person to person...whoa a lot. I email some very influential people I have gotten to be friends with. Ad Age 100 Bloggers. People who run Social and Digital for Fortune 100 companies and other well known National Brands. People I view as Brains and not the Zombie type. We discuss lots of Social Media fraud and hype in private at length in detail. One friend and I spent time dissecting the Facebook Brand Page Insights and how wrong they are (though better now they are still poor). This is someone Facebook actually kisses ass to because the company he works for is very important to Facebook's success.
So how can Klout or Peer Index measure my influence when visible communication online is so small vs how much I impact others overall.
They don't see any of these discussions going on that are more important and influential than anything happening on the Twitter.
I still slam and destroy Mashable
less in public now days but fully in private. I tell people verbally
and via email almost daily that if you want to get real coverage of
social media never use their site except for informative things. If you
want to see a new Facebook feature go to Mashable. If you want to know
if marketing on Facebook is working why would you go to a fanboy site. I
mean Pete Cashmore obviously is infatuated with Mark Zuckerberg to a
point of having posters of mark in his bedroom walls. (ouch that hurts
Pete!). But Klout will never catch this. They won't catch how many eople
I convert away from Mashable.
Or how many people I have converted in the supermarket dairy aisle into Chobani
customers. I talk Chobani in that aisle there almost every week. My
folks were asked the other week by the guy who works dairy 'aren't you
the parents of that Chobani guy'. Klout would never know I converted
probably over 100 people easily in the last 12 months to diehard fans of
Chobani. I email with the Chobani Social Media Community and
Communications Manager because I love the brand so much hoping to keep
them a huge success with my insights. Yes she can take it or leave it
when I give it, but she is always appreciative. Like when I explained
this week why I don't read Mashable....in an email.
really really smart people are leery about using Social Influence as
anything but a small tool to accent the bigger picture. They know 98% of
our human communication is private and would never comb Twitter and say
'Oh they used the word Starbucks 8 times this week they much be expert
influencers let's contact them to help promote our new coffee'. And when
you work with Brands do you have time to do this vs say see what coffee
blogs have the highest readership and just go to the owners of those
blogs? Shortcuts do not exist and we need to stop trying to invent them.