Klout has signed a partnership agreement with Funny or Die. The video site’s most influential members will now be able to access ‘premium’ content. An interesting business model for service providers of reputation measurement.

Influence pays. Funny or Die, a distributor of comedy videos, has announced that it has signed a partnership agreement with Klout, a companythat measures a user's influence across the Internet.For several weeks Klout will calculate the degree of visibility of the site’s members, based on the sum total, and reach, of their activities and publications on the Web. Klout will then rank the members accordingly. From then on, those ranked as the most influential will be able to access content and services categorized as ‘premium’. This initiative is welcomed by Pascal Dubord, founder of the Social Media agency Idewan, interviewed by L’Atelier.

Higher profile for both partners

“This will be good for both companies. By offering a richer experience to those members who have greater influence, Funny or Die ensures in turn that it will benefit from effective publicity from those members”, Dubord explains. For Funny or Die the aim is clearly also to attract more members to its site at a stroke, as they will be enticed by potential gains from their other activities on the Internet. “And for Klout it’s an opportunity to get more exposure with bloggers and/or influential players on the Internet,” he adds. The initiative is an interesting one as it could encourage other companies to do the same, and turn influence measurement into a means of attracting customers, on a par with loyalty cards. 

Subjective criteria

Pascal Dubord underlines: "To sum up, it seems that from now on everyone’s activity on the Internet has a precise and quantifiable value. Internet activity is becoming a truly tradable item". Briefly, the more active a person is, the more easily s/he will be able to access advantageous offers from companies. However, the analysis should be treated with care. The criteria Klout uses for its assessment can be questioned. They cannot be seen as universal and absolute criteria, points out Pascal Dubord, concluding: "Just because Klout judges a person to be the most influential that doesn’t necessarily mean that this is so. Klout’s assessment tools are relevant but not infallible."