As you can see on the right there, I’m on Twitter. Instead of going through twitter.com, I use a third-party app called Hootsuite, which shows followers, following, number of updates, and a number for something called Klout.
I’ve never liked the Klout number. It’s not even explained — you have to go looking for what it means.
The word clout means both a blow with the hand, and social influence, or political power. The company Klout gave the word a web 2.0 spelling (r you familr with Tumblr or Flickr, mothrfuckr?), and took it from there. They call their number “the measurement of your overall online influence.”
In addition to unfortunate rhyming, the About Klout page claims, “Klout isn’t about figuring out who is on the ‘A-list.’ We believe that every person who creates content has influence. Our mission is to help every individual understand and leverage their influence.”
Only one little problem: that’s bullshit.
Exhibit 1: the wallpaper on Klout home page:
I have no idea whether these are actual people who have been piteously reduced to their Klout scores. (It’ s also possible they’re part of a human subspecies known as homo stockphotoicus.) But you see the issue, don’t you? These people have become their number.
Klout never exactly says it’s ranking people. They don’t have to. People will rank themselves, they way they would with IQ scores, SAT scores, income — it’s just how people operate.
Call it “social media” if you want, but once it gets quantified, it gets measured. Once it gets measured, it gets ranked. Once it gets ranked, you get squicky quotes like “My dating criteria: must have a higher Klout than me” (that’s on the Klout website).
Exhibit 2: What’s in a Klout score, anyway? They can’t exactly tell you that either, but rest assured, it’s a scientifical factorizing of the innumerative quantifiables in a proprietary and patent-pending equation-matrix that includes:
Followers, Mutual Follows, Friends, Total Retweets, Unique Commenters, Unique Likers, Follower/Follow Ratio, Followed Back %, @ Mention Count, List Count, List Followers Count, Unique Retweeters, Unique Messages Retweeted, Likes Per Post, Comments Per Post Follower Retweet %, Unique @ Senders, Follower Mention %, Inbound Messages Per Outbound Message, Update Count, List inclusions, Follower/Follow Ratio, Followed Back %, Unique Senders, Unique Retweeters, Unique Commenters, Unique Likers, Influence of Followers, Influence of Retweeters and Mentioners, Influence of Friends, Influence of Likers and Commenters.
I don’t know about you, but when I’m checking out a hottie, the things I want to know most are her Comments Per Post Follower Retweet %, and her Inbound Messages Per Outbound Message figures. Hubba hubba!
Know what’s not on the Klout website? The Klout scores of Chief Executive Officer / Co-Founder Joe Fernandez, Chief Technical Officer / Co-Founder Binh Tran, and Advisor Thomas McInerney. Here’s a memo, guys — want to walk the walk? Then quantify yourselves. Drink your own Kool-Aid.
If you’re certifiably datafiable, you can log in to learn even more about your Network Influence, Amplification Probability, and True Reach.
Not that there’s anything to worry about, right? I mean, this is a positive experience, their mission is to help us, and we wouldn’t want to instill anxiety in people, to make them conform in any …
Hmm. Guess not. Better suck it up and try harder at social media, or your score will go down and you will plummet in the rankings. Or if you think you suffer from social media anxiety, talk to your doctor about … etc.
In his brilliant 1996 book The Mismeasure of Man, paleontologist Stephen Jay Gould cut straight to the heart of problem with IQ tests. He argued,
…the abstraction of intelligence as a single entity, its location within the brain, its quantification as one number for each individual, and the use of these numbers to rank people in a single series of worthiness, invariably to find that oppressed and disadvantaged groups—races, classes, or sexes—are innately inferior and deserve their status.
Klout scores don’t have the same kind of serious real-world repercussions the way IQ did, of course (to my knowledge, no one has been sterilized because of low Klout). But the process is the same: your “overall online influence” reduced single entity, assigned a number, and then ranked.
Though to be fair, Klout is hardly the only one reaming your information. There’s a story on the wires this week that all your online information (Facebook, Twitter, blog) is being archived by companies that provide pre-employment screening and background information on potential employees for clients.
Let’s not forget monetized — did I mention that Klout is backed by three venture capital firms? In the strangest little coincidence, the day after I started this post, along came …
Exhibit 3: A story in FastCompany, “Facebook gets new VIP Sections.” The gist of it is that Facebook is developing a new VIP page, and today Audi and Klout are creating tools for it. A Klout VP told the magazine that “the new exclusive page is about finding influencers, movers, and shakers in their niche markets. Brands will be able to give favored treatment to visitors.”
To its credit, FastCompany almost addresses the creepiness of this:
“The creeping influence of money on the Facebook experience could have serious psychological impacts on how users begin to see what was once simple recreation. Facebook and Twitter have allowed few initiatives to permeate the wall between money and fun, but their data gives brands increasingly clever ways to exploit the precise monetary value of each user.” (my emphasis)
Klout says, “Our mission is to help every individual understand and leverage their influence.” But that mission has nothing to do with what fattens its bottom line: namely, getting in bed with other companies (Facebook, Audi) to mine, process, analyze and sell user data for corporate benefit.
Turns out there’s a lot to that little number: It’s a nice bit of metonymy, reducing me to a number so that Audi and Facebook and Klout and God Knows Who Else, Inc. can understand my precise monetary value to their brands.