But we still have more wonderful to share with you regarding our upcoming Social Mix conference.
CEO and co-founder of Tellagence, Matt’s a smart, socially tuned in guy who’s spent the last decade or so working with some of the biggest brands in the world. Pretty good for a precocious kid who got kicked outta kindergarten!
Klout vs Clout
I see it as a bit of a game – like a video game! But many people take it very seriously. When Klout changed its algorithms last year, the social media glitterati saw their scores plummet. Oh, the outrage!!
Twitter was aflame with complaints and comments. Some were having some fun with it, tongues firmly planted in cheek. But others were really upset.
The Medium Is The Message
Matt reminds us of Marshall McLuhan. McLuhan was a Canadian educator, philosopher and scholar, who coined the often misunderstood phrase “the medium is the message”.
“This is merely to say that the personal and social consequences of any medium – that is, of any extension of ourselves – result from the new scale that is introduced into our affairs by each extension of ourselves, or by any new technology.”
McLuhan’s quote breaks down what he meant by that phrase – that every extension of ourselves, (say, a hammer in hand, or a post on Twitter) creates a ripple effect of change in personal or social consequences (say, you bang your thumb, or you become more influential) – and that ripple or change ultimately is the message.
Find The Message
How do Marshall Mcluhan, Matt Hixson and Klout’esque influence systems come together, you ask? Let me tell you. Popularity contests have been around since the beginning of time, and they aren’t going away.
But if you’re going to pin real power and influence to a particular person – you need to look beyond the medium, and find the reach of their message.
Can you “predict” word of mouth conversations, when and where they will occur and via whom? Matt thinks you can.
He decided to create the technology to take social influence measurement further than the popularity contest type system of today – friends, followers, etc.. He wanted to look beyond the medium (the tweet) to where – and how – the message (the ripple) spreads throughout the community.
Matt’s mission is to change the way people view “social influence”, and how business identifies trusted relationships in social networks.
Marketers know they need to “influence” their target markets in order to drive their objectives, but as Matt asks “…are we being honest about what we have today and what we really need?”
Find the answer to that question and many more at Social Mix 2012.
Join the controversial conversation that never fails to occur when people get talking about social media influence scoring.