Get Off of My Cloud, Klout

It’s Thanksgiving morning and I’m grateful for so many things. But not this, I’m not grateful to be “losing influence” on Twitter.
Check out this email I found waiting for me this morning from Klout, a firm that purports to weigh one’s influence on the social Web.

Dear davidburn,
Did you know you are losing influence with some of your friends on Twitter?
After analyzing your network we believe you should make an effort to @message, retweet and increase engagement with:
* mikearauz
* deidre
* cookingupastory
These people have found you interesting in the past but for some reason are paying less attention to you. View the full list of friends you are losing influence with here.

The guys at Klout may be well intentioned, but their messaging is way, way off the mark. Klout assumes that I care deeply about being influential, and that I will be motivated by fear to fix what’s wrong. I know it’s Thanksgiving, but what the fuck?
I need to change by behavior on Twitter to “increase engagement.” Excuse me?
Furthermore, my summary page reveals a “K Score” of 43. Where I come from 43 is failing. So, I’m failing at Twitter? That’s the message Klout is sending.



About David Burn

I wrote my first ad for a political candidate when I was 17 years old. She won her race and I felt the seductive power of advertising for the first time. Today—after working for seven agencies in five states—I am head of brand strategy and creative at Bonehook in Portland, Oregon.