Why I don’t play Klout anymore – letter to Klout investors
Later edit (7.20.2014): Klout changed again. I got an email this morning with the message: “This new version was developed with one simple truth in mind: the best way to make an impact online is to share great content.”
I went on Klout and I found a simple wall for posting with option for sharing with Facebook and Twitter. The programmers and designers have done a nice job.
What is wrong with Klout are two groups of people: managers and investors. The managers lost a year in developing a secondary function instead of working on making Klout what it should be: the online ranking system of all ranking systems. The investors are still throwing away money on things they don’t seem to understand.
Once upon a time there was a nice game called Klout. The game still exists but is boring.
It started as a way to measure your influence online and offer you a status. The key words here are measure and status. These measurements provided you with results: an influence score and some other cool stuff: Klout style, widgets for my blog and more.
Someone with decision power in the company that got millions from investors thought of a magical way to screw everything up. He thought: “How about I give up any differentiation factors that we have and become a cool clone of a Facebook Wall?” And he did it successfully.
How about I give up any differentiation factors that we have and become a cool clone of a Facebook Wall?
The key words now are cloning and aggregating.
My profile on Klout is now a clone of a Facebook Wall with the most liked posts. I already have this information! Thank you for wasting my time by pointing out the obvious!
And my Dashboard it has a nice pie for my 90-Day Score History. Only that I can do the same in Excel in 5 minutes. And where is my score for the previous period since a joined Klout!? This is completed by an aggregation of the tweets and Facebook posts for the last 90 days. I am sorry, but this is just stupid!
To all Klout investors:
Klout was off to a good start and it got sidetracked.
Unless people want to wear your brand as an online tattoo, you are nobody!
What made Klout different and could have brought money was to transform the company in the only system that can measure, rank and define the social online status of a person with proprietary elements. Even PeerIndex, initially a lousy Klout wannabe is now getting somewhere slowly.
Go back and improve the original elements of Klout: Klout style (something that can satisfy the need of social recognition people have), Klout widgets used by me to show off my Klout score. I am pretty sure that a decent marketing professional could provide you with hundreds of ideas.
What you, the investors, should understand is this: