Social media allows individuals to connect by means of identifying common interests and forged cyber-based friendships. Beside the Facebook, Twitter and Google+. The newest social media tool to grapple with is Klout, a service for measuring your influence on all of these social networks.
Klout grades users on a scale of one to a hundred based on some proprietary algorithm that counts how often your comments are retweeted, liked, or shared. If you want your score to go up, tweet more and get influential people to retweet you.
The numbers are also obviously important to employers, marketers, and socialites.
Seth Stevenson, the author of the Wired piece, reported that the Palms Casino Resort in Las Vegas has surreptitiously upgraded the rooms of people with high Klout scores, presumably in the hopes of tweets about their happiness. A company called Wahooly gives people with Klout scores equity positions in startups in return for attention. Klout scores will no doubt appear in many future job applications.
Its clearly, the structure of social networks subtly changes the way we act. And Klout seems to encourage nothing good. To make your score go up, you have to tweet out of obligation, and you have to try to influence the other influencers.