7 Reasons Why EMV Is Outdated for Influencer Marketing Measurement

Opinion: Earned media value should go the way of Klout

Last month, social influence analytics service Klout shuttered its doors after 10 years. Klout would rank the influence of social media profiles on a scale of 1 to 100.

Given the rise of influencer marketing, why would a service that scores influence for marketers go under? Ultimately, black-box one-metric numbers provide comfort but are meaningless—measurement doesn’t work like that. Summarizing an influencer’s reach, resonance and relevance in a two-digit number doesn’t address the complexity needed for measuring campaign effectiveness.

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