People who spend more time on Facebook than Twitter might find themselves with more Kred. The social influence site announced this morning that it will now include Facebook activity in its scoring system.
Launched in 2011, Kred has been using the Twitter firehose to track and analyze tweets from all over the world. The service is more transparent than its competitor, Klout, because it shows the content of individual tweets.
Unlike Twitter, where information like bio data, hashtags and keywords are publicly available, Facebook is a closed network. “On Twitter, it’s a little easier to understand,” said Kred CEO Andrew Grill over the phone.
On Kred, private content from Facebook will only be visible to the user. Said Kred’s Shawn Roberts, “Privacy is still very important to us.”
Now that the Kred score includes Facebook profiles, anyone willing to log in with their information can also have their activity on Facebook – such as friendships, comments, and likes – factored into their scores. Because the scores are cumulative, adding Faceboook activity will most likely make them higher, although “Facebook updates are not as frequent,” Grill pointed out.
The Kred score includes two numbers for influence and outreach, with a third facet of community. Influence has to do with how often a users’ content is shared by others and how influential those followers are, while outreach measures the user’s generosity by how often they comment on and share other people’s content. Community is about comparing people to others with similar interests.
This last part is what Grill feels is the most valuable aspect of the business for the brands who use the influence scores to find evangelists for their products. The “unsigned bloggers are the hardest to find” on the Web, he said, but they are the “easiest to find with Kred.”
“Brands like to have some control,” said Grill, which is why Kred provides them with a list of people they think are influential within a specific community and lets the brands choose whether or not to offer them swag. “Just because you’re popular and noisy, doesn’t mean you’re a good fit for the product,” he added.
The next move for the company might not be Pinterest or Tumblr, but B2B networks like Yammer. According to Grill, companies with multiple teams spread out all over the world will be able to analyze their company chatrooms to find knowledgable people whom they can recruit for particular projects. Ultimately, said Grill, Kred is about finding people who are “authentic and passionate about product and community.”