Will Social Scores Take The Place of Fan Counts?

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What’s Your Twitter Score?

Didn’t know you had one? The truth is, you don’t… at least not yet, but I have a hunch that eventually you will. And not just a Twitter score. I believe you’ll probably have a Facebook score, a Google score, a LinkedIn score and more…

Social Score

photo credit: AMERICANVIRUS via photopin cc

Why?

The number of fans and followers you have on Facebook, Twitter and other social media platforms is in some ways becoming irrelevant. While a large fan count may give you bragging rights among your friends, co-workers and peers, it’s beginning to mean a lot less in the real world. The real social value of fans and followers is in your relationship with them. Do they trust and engage with you? Do they take action by sharing, liking, or commenting on your content? Do they feel connected to you? These are the items that create real social currency.

A large fan count means nothing if fans are fake, bought or don’t engage. A large fan base does not equate to social success.

This is where so many people get it wrong in attempting to increase their Klout score. They add a ton of new people but they don’t engage with them or provide content that is valued and shared. The result? Their Klout score actually drops.

Klout and other social scoring platforms measure influence, relationships and engagement – not just the number of fans you have. So get ready, because if I’m right, like it or not, Klout-like scoring on many social sites (think Facebook, Twitter, YouTube, LinkedIn, etc) is coming in the not-too-distant future.

In fact, social scoring by individual network is already taking place on many platforms like Klout and Empire Avenue, and although it may not be obvious, or public-facing on the actual social networking sites themselves, you can be certain its being explored and tested.

Twitter Reputation Score

According to Twitter founder Evan Williams, Twitter already uses an internal “reputation” score to determine which users they suggest in the “Who To Follow” section of each users Twitter page. While none of the specifics are known, below is a list of some of the criteria Twitter could use to calculate a social score.

• Retweets
• Mentions
• List Memberships
• Followers
• @Replies
• Retweets Ratios: Percentage of retweets against actual tweets
• Favorites: Ratio of favorited tweets to overall posts
• Frequency: How often does someone post or tweet and what is the response/engagement ration to those posts

While its not known if a Twitter “reputation score” will ever become public-facing, its easy to see how the value of this information and an aggregated score derived from it, would be much more valued than the number of followers or fans a person has.

AuthorRank

Google understands the importance of this and the anticipated launch of AuthorRank is probably a good indicator of where social scoring is headed.

Mike Arnesen (SEOMOZ Blog) posted one of the best articles to date on Google AuthorRank, its implications and how to prepare for it.

He points out in the article that in February of this year, the term “AuthorRank” first started to surface in the search industry and that AJ Kohn had speculated that the development could change the search game as we know it. AJ Kohn also stated that it would be “bigger than Panda and Penguin combined”.

That is BIG, and I agree with him.

He went on to say that AuthorRank wouldn’t be a replacement for PageRank, but would be used to inform PageRank, thereby enabling Google to rank high-quality content more appropriately. In other words – the higher your individual AuthorRank score – the more weight it would give to your PageRank and potentially, the higher your page will appear in the search results.

In the post, Arnesen goes on to say that Google considers over 200 ranking factors when determining where your sites rank in organic search, so it’s safe to say that they’ll also be using plenty of signals to calculate AuthorRank.

Here’s a shortlist he compiled of factors that Google is likely to use in their calculation:

• The average PageRank of an author’s content.
• The average number of +1s and Google+ shares the author’s content receives.
• The number of Google+ circles an author is in.
• Reciprocal connections to other high AuthorRank authors.
• The number and authority of sites an author’s content has been published to.
• The engagement level of an author’s native Google+ content (i.e., posts to Google+).
• The level of on-site engagement for an author’s content (i.e., comments and author’s responses to comments)
• Outside authority indicators (e.g., the presence of a Wikipedia page).
• YouTube subscribers and/or engagement on authored videos (speculation: multiple-attribution author markup for YouTube videos coming soon).
• Any number of importance/authority metrics on social networks that Google deems trustworthy enough (Twitter, Quora, LinkedIn, SlideShare, etc.).
• Real world authority indicators like published works on Google Books or Google Scholar.

The point once again is the importance of an individual network/platform score that incorporates relevant social signals.

Universal or Combined Social Score

While a combined, universal score can be fun and interesting, a single score from each network based on the unique data from that platform makes the most sense. A high score on one platform does not necessarily translate to a high score across others. I may be a “Rockstar” on YouTube (I’m not) but have little to no influence anywhere else. A universal or combined score may, or may not pick that up.

A combined score is good however in the sense that it provides a single snapshot of the overall influence a person has across their social sphere.

Unqiue Platform Data

The most valued data and scoring will come from the unique characteristics of each platform.

For example, what if LinkedIn adopted social scoring in some manner. Imagine being a local business owner or job recruiter and having the ability to quickly search for potential candidates and filter them using a trusted, aggregated score based in part on the criteria below.

• Recommendations
• Endorsements
• Length(s) of employment
• Previous Positions/Titles
• Career path
• Weight of Connections (Position, Industry, Engagement)
• Member of Relevant Groups
• Active in Relevant Groups
• Achievements and Awards
• Community Service

The benefit and value of a more granular social score on each platform is obvious.

One Final thought.

Social scoring by network is part of the natural evolution of influence measurement, however; it must be relevant and highly accurate before it will gain wide acceptance in the mainstream. Its inevitable that the social networks will one day need to adopt a method of social scoring that offers a quick visual representation of a person, or company’s influence and social currency other than a “fan count”. My guess is that it will happen sooner, rather than later.

Social scores are coming.

Think I’m wrong? Bookmark this post and lets see if we’re not comparing our Facebook, Twitter and Google scores sometime in the near future.

Please leave your thoughts and comments below!

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Martin Jones
Martin Jones is Social Media Marketing Manager with the corporate Cox Communications social media team where he assists in leading strategy, campaign ideation and marketing execution across each of the company’s social media platforms. Today, over 500k fans engage with Cox Communications content, campaigns and Customer Care on Facebook, Twitter, LinkedIn, You Tube and Google+. His career has been characterized by his ability to work with groups, individuals and businesses to uncover, optimize and implement digital marketing strategies and tactics that propel them past their competition. Thoughts expressed here are his own.
Martin Jones

@martinjonesaz

Leader in #socialmedia #content & #growthhacker marketing strategies. Writer, Speaker, Blogger - E-content Mag Top 50 - Sr. Marketing Mgr. @CoxBusiness
Top social media trends for 2015 http://t.co/2jKkIA1Ihg via @petertrapasso - 43 mins ago
Martin Jones
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