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.