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An army of Brand Squads

Keely Stocker

Social analytics site Klout’s latest development could act as a central hub for brands’ social networking.

Last month, social analytics website Klout launched Brand Squads, dedicated brand pages that can be set up as a central hub for brands on Klout’s site.

At present it is being tested at beta stage with a page for drinks brand Red Bull, but when fully launched the Brand Squad pages will allow businesses to do a number of new things, most notably the ability to immediately see who their most influential individuals are on social media sites. Klout works by users entering their social media accounts into the site, allowing it to generate a score that considers how many mentions or ‘likes’ that user has, and retweets.

Klout also looks at the likelihood of others acting on the influence of a user. Each profile is broken down into topics (such as blogging, photography or fashion) in which Klout believes the user is an influencer.

Once a brand knows who its top influencers are, it can use this information to reward and retain these brand ambassadors. On the Red Bull beta page, the influencers have been split into three groups: the top 10, top 100 and top 1,000. The brand will then reward each individual depending on what group they are in. This also adds a competitive element from a user point of view as each individual strives to be a top influencer to reap the rewards on offer.

Knowing these individuals are active on Twitter, Facebook, Google+ or any of the other 12 social networks Klout takes into account, and are talking about the brand, means it is highly likely they will tell others about the incentives or rewards they have received, thereby promoting the brand to others in their social sphere. 

And most importantly, if these individuals are not already a customer of the brand, they certainly should be. These users can also be used to form part of an interactive community, giving honest feedback and reviews on new products or campaigns.

The Brand Squads page also has an area that collates the top content of the brand, giving firms the opportunity to see what content has been the most effective and had the biggest impact on social media sites.

The pages also offer a platform where brands can collate all their social media activity, allowing users who visit the brand page easy access to profiles on all of the relevant social sites without having to individually search on each one.

While these new pages will allow brands to gain further insight into their customers and reach out to new ones, they must be sure to check whether the people talking most about the brand are doing so positively.

Checking the tone of the comments will not only confirm the brand is rewarding the correct individuals, but will also ensure they are reacting to any negative feedback to minimise its effect on other users.

Read more about how Klout works at www.drapersonline.com/ecommerce/webwatch/klout

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