Klout, a website dedicated to scoring the authority of social media influencers, has launched their own set of Klout brand pages. The pages show the top influencers online for each brand. I am sure your head is spinning think of the social media marketing implications of this new tool, but before we get into that let’s take a close look at the new pages.
According to Klout, Brand Squads are currently in beta and they are meant to be a place where influencers can have a direct impact on the brands they care about. With Brand Squads, you will see a dynamic list of top influencers for each brand, watch conversations flow across social media, monitor information about a brand’s recent developments, and earn access to special Perks.
Now that we know a little more about the pages, let’s take a closer look.
Towards the top of the page we see the top influencers. These are the people who have the highest Klout score that interact with the brand.
In the middle of the page we see perks. Perks are rewards for the top 10 Klout users for that brand. The perks are provided by the brands as incentive to their top influencers.
Top Klout Content
At the bottom of the page we see the top content for that brand. This is a nice feature, as it allows influencers and other users to see what is trending for that particular company.
Key Questions about the new Klout Pages
Do brands want to give this authority to individuals?
Giving users this amount of exposure and association with a brand is dangerous. Many of these users are just random people who have no real interest in the brand’s success. Brands may not want to participate in this platform with this in mind.
Will this help brands create better distribution lists and reach key contacts?
There is of course the advantage that this page makes brand influencers very visible to the brand itself. Because of this, brands will be able to easy identify and award key influencers. But shouldn’t they know who these people are already?
Negative content is just as visible
One major issue regarding these pages is that there is no content filter, so negative content is treated the same as positive. So why would a brand want to reward an influencer when they may be a negative influencer.
Are there SEO implications?
We always ask, are there SEO implications? Well, top content and links are listed on these pages. So these links could pass authority on to the content they link to and eventually back to a website. So yes, there are SEO implications and certainly there are some ways to take advantage of the page.
Are there online reputation management considerations?
Yes! If these pages get ranked and become highly visible they will influence a company’s online reputation. If the content is negative that is listed on the page we could see some issues arise. Due to the way these pages are structured, I would guess they will rank fairly well, especially if brands links to them from their site. While this is the case, the structure of the pages could be improved. I would imagine Klout will hire a smart SEO company like ourselves at some point to get even better onsite optimization going.
Overall, the new Klout pages are very new, so let’s not get ahead of ourselves too much. That being said, we would love to hear insight from you! Please comment below!