Klout adds this explanation for what its score means: “The Klout Score is the measurement of your overall online influence.”
So Klout tells me that it measures online influence, but that in order to increase my score, I should increase my social media activity? Then doesn’t that mean it’s measuring my activity instead of my influence?
Likewise, Empire Avenue also explains that your score there is dependent on your level of social media activity: “When you join Empire Avenue, you can connect your Social Networking accounts, and we’ll score activity and engagement in each account and give you a virtual share price.”
Essentially, Klout and Empire Avenue are measuring your level of social media activity, not your level of online influence.
Simply sharing more content and engaging with my network isn’t going to make me more influential over them. In fact if it’s not the type of content and engagement that they are looking for, my influence over them will fall, not rise as I become more active.
Also note that both Klout and Empire Avenue are encouraging you to participate with their site. EA includes activity on the site as part of your score, and Klout is already encouraging you to give +K to other members, and I’m betting they will come up with other ways to reward you for interacting more with other Klout members. Which is smart of both sites to do, but it doesn’t help either of them more effectively measure my perceived online influence.
What do you think? What role does social media activity play in online influence? Does one lead to the other?