Bing and Klout announced recently that Klout scores and data will now appear within the social sidebar tool the search engine rolled out earlier this year. While some have questioned the value of Klout scores, insight from social users with strong web presences gives greater credence to the content they share on the web.
Marketers and other web users with earned niche authority receive greater ratings from Klout. The exact formula for these scores is unclear, but engagement, shares and other information all factors into the tool’s assessment of users.
According to a release from Klout, its data will appear within the “People You Know” section of the social sidebar. Allowing searchers to also see social content related to their search queries offers a more complete picture of the item on the web. The usual organic search results provide relevant web content, while links and information shared on the social sidebar help show conversations around the query topic.
Social media marketing campaigns often aim improve thought leadership and authority for brands, writers and others sharing content on the web. Even with most still unsure of the formula for a Klout score, a higher ranking will likely signal greater trust for users.
Since initially launching the social sidebar, Bing has integrated more social data to give users more complete perspectives on the social web’s take on certain topics. Beyond that, Bing SERPs and search results have become more social. Brafton reported in August that users can now tag their friends when sharing search results, which offers the ability to direct social contacts to relevant search data.