The third speaker in our xPotomac video series is Shonali Burke, whose presentation asks: “Social Scoring – Are You Worthy?” Shonali is the founder of Shonali Burke Consulting and an adjunct faculty member at Johns Hopkins University.
Others are always ranking us, whether consciously or subconsciously. The act of prioritization is inherent in almost everything we do – whose emails do you respond to first? Whose phone calls do you take? Who do you invite to your wedding?
With the advent of the Internet and social media, this prioritization has become more visible. Companies like Klout, PeerIndex and Twitter Grader have spawned the term “social scoring.” Social scoring, on the most basic level, is how much influence a person ostensibly has based on his or her interactions on social networks like Twitter and Facebook.
Should marketers care about social scoring? Yes, and no.
Shonali identifies three main problems with social scoring as it stands today.
1. Without context, influence is meaningless.
2. Tweets, retweets and @ replies are shallow levels of engagement. These actions may mean something on the Internet, but they do not necessarily lead to real actions that need to take place in order for someone to be considered truly influential.
3. Because of this world of social scoring, we equate people with these high numbers as being more influential – But without context, they’re not influential. We need to find people who can go beyond the numbers.
So what can we do about it? Two things…
One – work on building and engaging your community and establishing real roots. As marketers and brands, find the people who can really spur others to action over a long period of time.
Secondly, since social scoring isn’t going away any time soon, we should try to make it better and use it to our advantage. We should use technology to make life better – be analytical and don’t get taken in by numbers.
Need fresh ideas on how to engage your community IRL? Check out six ways to take your social media community offline!