Klout, c’est le top 100 de l’influence virtuelle. En fait, c’est un outil de mesure qui permet de « connaître le degré d’influence des internautes à partir de l’analyse de leur activité sur les réseaux sociaux ». C’est aussi un sérieux concurrent de Google Analytics avec plus de 100 millions d’utilisateurs. Adulé par la blogosphère qui a fait de cette mesure son sport national, il est de plus en plus décrié. A tort ou à raison ?
Klout – Comment ça marche
Le site originaire de San Francisco analyse notre capacité à conduire l’action sur les plateformes Twitter, Facebook, YouTube, Google+, Foursquare, LinkedIn, Instagram, Tumblr, Blogger, WordPress, Last.fm et Flickr. Le tout emballé dans de jolis graphiques, courbes et chiffres. Le « baromètre de l’influence » prend en compte la création de contenu (« j’aime », commentaires, mentions, …) et mesure :
- Le true reach: combien de personnes vous influencez
- L’amplification: combien vous les influencez
- L’impact sur le réseau: l’influence de votre réseau
Exemple d'analyse Klout
Mais Klout ne s’arrête pas à cette fonction somme toute banale et déjà proposée par Google Analytics et Wikio entre autres. Non, en plus d’informer sur qui fait la pluie et le beau temps, il permet aussi de comparer. Et imaginez, 100 millions d’utilisateurs, quelle concurrence ! Donner une note n’est pas si ridicule que ça : le score digital permet distinguer les acteurs du web, et de connaître les bon élèves impliqués dans la websphère. Et donc savoir qui dialogue et échange.
Klout – Le flou
Klout se sert d’absolument tout. Mais les utilisateurs n’en savent pas plus : comment chaque acte est comptabilisé ? Que faut un commentaire sur Facebook ? A-t-il la même valeur qu’un reblog sur Tumblr ? A priori, le score prend surtout en compte l’activité sur Twitter. Mais après c’est du pareil au même. Un « j’aime » à autant de valeur qu’un commentaire … de quoi faire jaser les internautes.
Donner une note n’est pas si ridicule que ça : le score digital permet distinguer les acteurs du web, et de connaître les bon élèves impliqués dans la websphère. Et donc savoir qui dialogue et échange. Mais pour augmenter sa position dans le classement, il faut développer sa présence, quitte à oublier sa stratégie de départ, et publier des articles médiocres, ou utiliser des outils sans intérêt pour sa communication, sinon d’augmenter rapidement le score Klout. On est vraiment dans la stratégie de présence, dans l’immédiat, et non pas dans la valorisation du contenu et la stratégie sur le long terme.
Et vous, vous êtes au top ?
Pour aller plus loin :
La pertinence de Klout mise à mal
Klout, vers la dictature de l’influence
Klout, outil de mesure fiable ou pas ?
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