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How much klout do you have?

 

The world of social media has always had its problems with translating into numbers a person from the outside or say an advertiser  could easily comprehend. People have forever been confused on what is more important? Traffic or engagement? Uiqs or interaction via comments and linkbacks? What is the actual standard for success in this medium?

A small California based start up with 40 employees established in Sept 2009 however says they have the answer to all of this. They are called  Klout and essentially claim to be the standard bearers for how much influence a person has in the world of social media by aggregating their facebook, twitter, linked in and other footprints to come up with a score of influence.  Yes there are tons of social media analytics services out there but klout has gone on fire in the western world at least, because it is not just based on how many followers you have but has an algorithm which determines your score based on the “engagement” you have with them. Which basically means that someone who has 400 followers and is more interactive with them can have a better klout score than someone else with say 4000 followers.

Klout has caught on to such a degree in the west that people with higher klout scores are getting auto upgrades at hotels, airline counters and even free test drives at car dealerships. Increasingly IT firms are also considering Klout scores  in their job interviews than just to focus on degree and personality. Some examples are even available where people were hired based on their klout score rather than others who had no presence online.

There are off course many critics to this klout fever as well who vilify it by pointing out that this methodology is creating different social strata or classes in the online world and encouraging the further debasement of human interaction. These critics also point out that like Facebook encourages narcissism, klout encourages a feeling of anxiety stemming from the need to have “respectable” scores and lobbying to get these scores for perks which is leading to even more materialism in the online world.

Here in Pakistan companies which wish to interact with social media are getting more and more with each passing week. For them at least, a service like Klout is heaven sent as it can act as a basis of merit to deduce who influences which category in onlinePakistan. All they have to do is decide on a focus term type it in and people who are influential in it will come up in a neat little list. Off course a detailed study of analytic’s is anytime more fair but then how many companies in this country have any clue as to what these analytics mean? Or for that matter hire a single individual who can take care of their social media for them other than people who manage their twitter and Facebook accounts.

There is off course the general perception still present in our country that social media is not of enough value. However 20 million social media users with 6 million on facebook more than three million on twitter and 1.7 million registered bloggers on blogspot says otherwise. Any company which assumes that this segment of the population (who by the way are all mostly educated people with money to spend) are not important or do not hold enough value are living n a fools paradise.

Still as important as services like klout may be they are but windows into the real power of social media, and those who are holding the influence to perhaps guide our collective conscience. What these people do with this power is something which only time will tell.

 

 

Ho yaqeen


A month or so ago Coca Cola Pakistan took our social media community on a “happiness cruise”. I have to admit at that point I was pretty skeptical as to what all could be really achieved from this exercise.  Reason being that quite a few social media initiatives have been started and left to drift aimlessly on the tides of “what could have been” recently. Sure coke had a good team and a CSR program with oodles of money to back it up, but so what?

I was even skeptical when I met Shahbaz ali khan, someone who has recently joined APR ( Coke’s pr agency) as he told me all about what he hoped the focus was going to be. Even then I thought yeah these are well meaning people but usually such ideals fizzle out as soon as cutthroat practicality is seen on the horizon.  I am however very glad to report that my cynicism and suspicions all turned out to completely wrong.

Last week coke and apr invited us to an event at the south end club. Where they displayed a project, which is to say the least inspiring. What coke has done is partner with Sharmeen obaid chinoy and SOC films to bring to light six stories of ordinary Pakistanis doing extra ordinary things. This six part documentary series is about to start showing on all our telly screens in less than a week. The first episode of which,  the documentary on the “Kiran school” in the under privileged area of Lyari run by Sabina khatri was what we viewed.

Yes it is a fact that there are many academic institutions being run on a welfare basis throughout our country. My own family has been involved with and is contributor to the TCF series of schools as well. However what Sabina has done is unique in that she not only teaches these kids but also provides their parents with the impetus needed to continue their wards education. It is through this school that the kids she has taken in are getting admissions to schools which only you or I the privileged of this society have access to. She also helps the women of this community breathe through the helpful and ever present ear of a friend available to deal with common everyday problems.

It doesn’t stop at this school, Sabina has not only gotten these kids into schools in the upscale front of our society, but is there to attend all the parent teacher meetings –  reporting back to the parents on what their ward needs currently. She is a teacher, a mentor, a guide and a fairy god mother all rolled into one. Yet she is so humble that when she took the stage on sharmeens introduction at this event her only response to the thundering applause was tears of joy. Tears which as they streamed down her face were joined by many in the audience as well as they stood up and clapped for the empathy that still exists in this country. For the feeling that yes if we put our heads together we can still achieve miracles.

This is actually what we as a nation need, a platform to bring us all together on the basis of pure humanity. Inspiration from such efforts when highlighted through these documentaries will lead to many other projects of the same nature. In fact right after this viewing I was privileged to witness another project called the “ Orange tree school” which Sabina has helped guide into operation. This project is being run by students mostly from Szabist who feel that watching from the side lines is not enough anymore, who believe that people like Sabina are hero’s worth following.

So be prepared in a weeks time to witness what your nation can do, despite all its faults and differences and problems and barriers. Be prepared to be amazed at the resilience and the strength of a person who set out to make a difference in one of the most dangerous areas of this city and won the hearts and minds of the community she works with.

 

Be prepared to believe again…ho yakeen indeed kyun na ho!!

 

 

P.S – I wish to personally congratulate through this post the entire team of Coke & SOC films and to wish them all success as they go about providing the spotlight needed to our every day hero’s.

 

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