Last month, social influence analytics service Klout shuttered its doors after 10 years. Klout would rank the influence of social media profiles on a scale of 1 to 100.
Given the rise of influencer marketing, why would a service that scores influence for marketers go under? Ultimately, black-box one-metric numbers provide comfort but are meaningless—measurement doesn’t work like that. Summarizing an influencer’s reach, resonance and relevance in a two-digit number doesn’t address the complexity needed for measuring campaign effectiveness.
Klout scores aren’t the only metrics that have outstayed their welcome. The latest vanity metric du jour? Earned media value.
— Leer en www.adweek.com/digital/7-reasons-why-emv-is-outdated-for-influencer-marketing-measurement/