Internet marketers who want to determine the extent to which their brands are influencers on the web may be familiar with Klout – the application that analyzes how consumers engage marketing content online. For those who have never heard of the app, Klout is now giving marketers a good reason – or perhaps 500 million good reasons – to use it. The company announced yesterday that Klout can now determine businesses' Facebook influence.
The company has long used metrics to determine which brands share content that sparks the most conversation on Twitter, and notably, other businesses are catching up with it on this front. Brafton reported last month that PulseOfTheTweeters.com offers insight on which account holders are industry thought leaders on the microblogging site.
The latest tool from Klout breaks down various actions on Facebook to discern whether brands are effectively engaging consumers. "Facebook allows users to post many different types of content, view multiple streams and interact with their friends in more complex ways than we've previously seen. We've made sure each action and reaction is individually assessed," Klout officials explain in the company's blog.
Klout's insight on business' Facebook influence comes at the same time that the social network has announced its partnership with Bing to provide social searches. The alliance allows Bing users to log in with their Facebook credentials to see what articles their friends recommend. Marketers may want to look out for increased traffic to their sites from Bing to see if Facebook likes hold influence on the search platform.
Brands who distribute content on social channels can take advantage of these recent developments to determine how their content is being shared on Facebook. For best results, businesses may want to start offering consumers news content. CNN's recent POWNAR (Power Of News And Recommendation) study reveals that one in five consumers recommend brands that advertise around news content they find on social sites.
