Does Klout Have Clout?

On Monday we dove into what Klout is. Now, I have a Klout score of 43 and while I am classified as a “Networker” I am in no position to battle Lady Gaga (Klout score of 93) or any Kardashian for that matter. That being said, I like to believe I have some social media swagger and perhaps influence on people plugged into the World Wide Web.

There are over 750 million users on Facebook and 200 million tweets sent daily. Klout looks at this social media activity and provides a way for online users to measure their own social influence. I can’t possibly be the only one that wants to know my own influence; are other people as interested as I am? Are people driven to the site? Really, does the site Klout have Clout after all?

I decided to do a search on to see who else was visiting to measure their social influence. My search showed:

Approximately 250,000 unique visitors visited in June 2011 up approximately 69% since May. Looking at our blog post from January, we can notice that unique visitors have risen by approximately 50,000. Klout has driven people to their site who are interested in viewing their social influence, and seeing other peoples social influence.

While Klout is not a networking site, like Facebook and Twitter, I decided to compare average stay between the three sites. My search showed:

Looking over the last year, we can see that “Average Stay” for users was higher on the social networking sites Facebook and Twitter. The average stay for someone on is approximately four minutes; someone could spend much longer on The difference is how the sites offer engagement between other users. When I visit, I check my score and maybe compare myself to my boss, (because everyone does want a better Klout than their boss) but then leave. I could spend an entire train ride retweeting from Twitter, and I do. On Klout, my options to engage with other users are limited, so I go to sites that allow that.

Klout might have a rise of unique visitors (and a Klout score of 84), but if visitors don’t have a reason to stay at a website will they?

  • In order to retain visitors, will Klout need to create engagement between visitors?
  • How will Klout drive traffic to their website?


About Alyssa Maine:
Alyssa is on the Inside Sales team here at Millward Brown Digital, working within the Financial Services and Technology & Entertainment industries delivering digital intelligence that helps clients improve their marketing based on the online behavior of millions of consumers. Find Alyssa on Twitter at @alyssamaine or connect with her on Linkedin.