New Study Shows 5 Factors Push Social Behavior and Not So-Called Influencers – Are Kred and Klout Wrong?

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Social influence is driven by 5 factors: message type, message form, device, time, and user engagement, according to new research by Lucule Consulting. So are you still counting on finding people with high “influence scores?

Duane Tilden‘s insight:

Indexes like Klout and Kred that are trying to prop up that idea are desperately trying to retro-fit more and more sources of social data to keep, well, their cred intact.  But according to Pente they have the problem exactly backwards: it’s not the “influencer” who changes behavior, it’s much more about the message–and the recipient.

Their statistical analysis indicates that the influence score accounted for only 3% of the variation in response. […]

Instead, consumers are more prone to react positively if a relevant message is received in a certain format (“News you Can Use,” for example) at certain times of the day when the level of engagement with a particular device is optimal (smart phones during the day, tablets in the evenings.)

We want to leave the idea of “sender” as influence,” says Klepic. “The mere fact that someone sends a message is too simplistic in social media. Just cause a message goes out in the “ether” doesn’t mean it has any impact at all. It is just broadcast.”

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2 thoughts on “New Study Shows 5 Factors Push Social Behavior and Not So-Called Influencers – Are Kred and Klout Wrong?

  1. Interesting article and hypothesis, not that I agree with everything stated. I would postulate that someone who is a good “Influencer” has a higher level of engagement using some of the factors determined in the study. No benchmarking program is perfect, and no matter what form of data that is being measured, we are always finding ways to improve.


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