Session 2 

Media List - Klout, PeerIndex

Media List: Digital Influence Measurement Tools

Several platforms have emerged over the years to measure digital influence by analyzing social media engagement, reach, and authority. Among them, Klout and PeerIndex were two of the most well-known before they were discontinued. However, other tools have taken their place.

1. Klout (Discontinued in 2018)

Overview:

• Founded: 2008

• Purpose: Measured social media influence using a Klout Score (ranging from 1 to 100).

• Acquired By: Lithium Technologies (2014) and later shut down in 2018.

• Shutdown: May 25, 2018. 

How It Worked:

• Analyzed user activity across social platforms (Twitter, Facebook, LinkedIn, etc.).

• Measured engagement, reach, and frequency of interactions.

• Assigned a Klout Score—higher scores indicated greater digital influence.

Klout used a proprietary algorithm to analyze a user’s influence across multiple social media platforms, including:

• Twitter

• Facebook

• LinkedIn

• Instagram

• Google+ (until its shutdown)

• YouTube

• Wikipedia (if applicable)

It assigned a Klout Score between 1 and 100, based on factors such as:

1. True Reach – The number of real people engaging with the user’s content.

2. Amplification Probability – The likelihood of a user’s content being shared or liked.

3. Network Impact – How influential a user’s audience is.

eatures of Klout

• Klout Score: A numerical representation of influence (higher = more influential).

• Klout Perks: Brands offered discounts and freebies to high-scoring users.

• Klout Topics: Identified areas where a user was influential (e.g., tech, fitness, politics).

• Klout Moments: Displayed the most impactful posts that contributed to influence.

Why Klout Was Controversial

• Scoring System Criticism: Many argued Klout oversimplified influence and was easy to game.

• Privacy Concerns: It collected large amounts of user data without clear consent policies.

• Lack of Business Value: Companies realized that high Klout Scores didn’t always translate to real influence.

Why Klout Shut Down

• In 2014, Lithium Technologies acquired Klout for $200 million.

• By 2018, Lithium shut down Klout, stating that the scoring model was no longer relevant in a changing social media landscape.

Impact & Legacy

• Klout was one of the first tools to quantify digital influence, paving the way for influencer marketing.

• Inspired modern tools like Kred, Brandwatch, and SparkToro.

Why It Shut Down:

• Critics argued Klout oversimplified influence and could be gamed.

• Lithium Technologies decided to focus on enterprise solutions rather than scoring individuals.

2. PeerIndex (Acquired by Brandwatch in 2014, Now Integrated)

Overview:

• Founded: 2009

• Purpose: Measured social media influence and categorized users into topic-based authority rankings.

• Acquired By: Brandwatch in 2014.

• Current Status: Integrated into Brandwatch’s Audience Intelligence tools.

How It Worked:

• Focused on topic-based influence, unlike Klout’s general score.

• Analyzed engagement and expertise in specific areas.

• Used machine learning to track sentiment, authority, and trends.

1. Audience Engagement – How much interaction a user received.

2. Topic Relevance – What subjects a user was influential in (e.g., AI, marketing, sports).

3. Resonance – How impactful a user’s content was within their niche.

PeerIndex analyzed data from:

• Twitter (Primary focus)

• Facebook

• LinkedIn

• Other online sources (forums, blogs, news articles).

Features of PeerIndex

• PeerIndex Score: Rated users based on their engagement and credibility in specific areas.

• Topic-Based Authority: Unlike Klout’s broad influence, it focused on expertise within industries.

• Influence Graph: Showed how users connected and influenced others in their field.

Current Status:

• Integrated into Brandwatch’s audience intelligence tools for brands and businesses.

Why PeerIndex Was Acquired by Brandwatch

• PeerIndex had stronger analytics capabilities for enterprise and brand use.

• Brandwatch integrated PeerIndex’s algorithms into its social listening and audience intelligence tools.

• The focus shifted from individual influencer scores to brand and business insights.

Impact & Legacy

• PeerIndex’s approach to topic-based authority influenced the evolution of modern influencer analytics tools.

• Integrated into Brandwatch, now one of the leading social listening platforms.

3. Alternative Digital Influence Measurement Tools (Active Today)

Since Klout and PeerIndex were discontinued, new platforms have taken their place:

A. Kred

• Measures real-time social media influence (similar to Klout).

• Assigns scores for influence (out of 1,000) and outreach (engagement level).

• Still active and used by brands for influencer marketing.

B. Brandwatch (Includes PeerIndex Data)

• Advanced social listening and influencer tracking tool.

• Helps businesses track audience sentiment and influence.

C. Hootsuite Insights

• Analyzes social conversations and engagement trends.

• Helps brands identify industry influencers.

D. BuzzSumo

• Finds top-performing content and identifies influential people in specific niches.

E. SparkToro

• Analyzes audience behavior and identifies influencers in various industries.

Conclusion

Klout and PeerIndex played a key role in early digital influence measurement but were eventually replaced by more advanced tools. Today, brands and influencers use platforms like Kred, Brandwatch, BuzzSumo, and SparkToro to track engagement and influence effectively.

Online Versus Offline Influence

In today's digital world, influence extends beyond personal interactions and physical presence. It operates on two levels—online and offline—each with its own characteristics, strengths, and challenges. Understanding the differences and overlaps between these types of influence is essential for businesses, thought leaders, and influencers aiming to maximize their reach and impact.

1. Understanding Influence

Influence is the ability to shape opinions, behaviors, and decisions of others. It can be exercised:

• Online: Through social media, blogs, videos, and digital platforms.

• Offline: Through face-to-face interactions, public speaking, networking, and traditional media.

Key Differences Between Online and Offline Influence

Both online and offline influence are essential and complement each other, but they work differently based on the context and audience.

2. Online Influence: Digital Impact & Challenges

What is Online Influence?

Online influence is the ability to impact decisions and opinions through digital platforms. It involves:

• Social media influence (Twitter, Instagram, LinkedIn, YouTube, TikTok).

• Blogging & content marketing (thought leadership, SEO, authority).

• Email marketing & digital communities (newsletters, forums, WhatsApp groups).

Characteristics of Online Influence

✔ Scalability – Can reach millions of people instantly.
✔ Automation – Content can be scheduled and distributed automatically.
✔ Data-driven – Engagement, analytics, and algorithms help measure impact.
✔ Cross-platform presence – People consume content across multiple digital channels.

Advantages of Online Influence

• Massive reach: A single post can go viral and reach global audiences.

• Passive impact: Content remains available indefinitely (SEO, evergreen content).

• Lower cost: Digital influence can be built with minimal resources compared to in-person networking.

• Easy analytics: Metrics like impressions, engagement rates, and conversions help measure effectiveness.

Challenges of Online Influence

🚧 Authenticity Issues – Fake followers, bot engagement, and manipulated data can misrepresent real influence.
🚧 Algorithm Dependency – Platforms like Instagram and TikTok control visibility through algorithms.
🚧 Short Attention Span – Online audiences quickly move to the next trend.
🚧 Misinformation & Manipulation – Digital influence can be used for spreading false information.

Examples of Online Influence

1. Elon Musk's Tweets: A single tweet from Musk can move stock prices.

2. YouTube Influencers: MrBeast influences product sales and brand partnerships through viral videos.

3. Political Digital Campaigns: Social media plays a critical role in elections worldwide.

3. Offline Influence: Traditional & Personal Impact

What is Offline Influence?

Offline influence is the ability to impact opinions and decisions through direct, real-world interactions. This includes:

• Face-to-face communication (networking, conversations).

• Public speaking (conferences, TED Talks, seminars).

• Traditional media (TV, newspapers, radio, magazines).

• Corporate & professional influence (leadership, business deals, negotiations).

Characteristics of Offline Influence

✔ Deep personal connection – Emotional intelligence plays a key role.
✔ More trust & credibility – Face-to-face communication builds stronger trust than digital interactions.
✔ No algorithm dependency – Not influenced by social media platforms.
✔ Long-lasting impact – Word-of-mouth recommendations carry significant weight.

Advantages of Offline Influence

• Stronger credibility: Personal relationships build deeper trust than online interactions.

• More control: Unlike social media algorithms, real-life influence is self-driven.

• Higher conversion rates: Direct meetings lead to stronger decision-making.

• Emotional impact: Tone, body language, and eye contact enhance communication.

Challenges of Offline Influence

🚧 Limited reach – Influence is mostly confined to a specific location or group.
🚧 Time-consuming – Requires in-person effort and physical presence.
🚧 Higher costs – Travel, event organization, and personal branding require investment.
🚧 Less measurable – Harder to quantify impact compared to online analytics.

Examples of Offline Influence

1. Steve Jobs' Keynotes: His in-person presentations revolutionized product launches.

2. Political Campaigns & Rallies: Leaders like Barack Obama combined offline speeches with online digital campaigns.

3. Corporate Networking Events: Face-to-face business meetings still drive major deals and partnerships.

4. The Synergy: Combining Online & Offline Influence

To maximize influence, successful leaders, businesses, and influencers combine both online and offline strategies.

Best Practices for Integrating Online & Offline Influence

✔ Use Online to Enhance Offline Presence

• Promote upcoming conferences, speeches, and events via social media.

• Share behind-the-scenes insights from offline events online.

✔ Leverage Offline Trust to Boost Online Influence

• Encourage event attendees to follow and engage with you online.

• Convert offline contacts into digital connections (LinkedIn, Twitter).

✔ Be Consistent in Messaging

• Maintain a unified personal brand across both online and offline spaces.

• Example: A TEDx speaker should align their digital content with their offline speaking topics.

✔ Engage in Hybrid Influence Strategies

• Live streaming speeches or conferences to online audiences.

• Hosting webinars + in-person workshops to engage both types of audiences.

Examples of Hybrid Influence Success

✅ Gary Vaynerchuk (Entrepreneur & Speaker) – Uses both social media influence and real-world networking.
✅ Oprah Winfrey – Combines TV, books, social media, and personal events for a multi-dimensional influence.
✅ Tony Robbins – Uses in-person seminars & online digital courses to reach wider audiences.

5. Conclusion: Which One is More Important?

• For mass visibility & scalability → Online Influence is superior.

• For credibility, relationships & trust → Offline Influence is more effective.

• For maximum impact → A combination of both is ideal.

If you are a business leader, educator, or influencer, mastering both online and offline influence can help you build a lasting impact in today’s interconnected world.