Kred (created by PeopleBrowsr) seems to have opened up its membership and gained a lot of buzz over the last week including many posts - which have attracted the usual rash of Pro and Con comments including representatives of the Klout bashers (see their rationale here). I’m not sure what the Kred metric really stands for, but Rupert Murdoch surely stands alone with scores at each extreme of Kred’s scale – which may in fact be the best illustration of what Kred measures. One the one hand it measures an influence score, and on the other an outreach level. Perhaps the best use of these tools – sidestepping the debates – is just to provide additional insight, from time to time, about the social presence of social identities.

Kred Rupert Murdoch SummaryRupert Murdoch has the following Kred profile:

  • an Influence of 929 / 1000 – that’s right up there with the @scobleizer
  • an Outreach of 1 / 10 – that’s down there with all those with extremely low social profiles; @scobleizer has an Outreach of 9 / 10.

Robert Scoble has achieved his Kred Influence score via 58,000 tweets, and 33,000 followers. Rupert Murdoch his via 134 tweets and 18 followers!

Kred has published its measurement system, it analyses “billions of tweets from the last 1,000” to calculate your Kred. That quote made me stop and wonder if it was correct, but it means that Klout traces where your tweets go and how they are used, that’s how it can increase combinatorially to a very large number of interactions. Every interaction you have made during that period is part of your score and including keywords, topics, hashtags and personal connections:

  • Influence score is the measure of what others do because of you. Influence increases when others take action because of your content. Your Influence score increases when someone retweets, @replies or follows you. Less than 0.1% of accounts studied have Kred over 800 (at November 11, 2011).
  • Kred Outreach level is the measure of your generosity. Outreach increases when you retweet, @reply, or follow a new person. As you accumulate Outreach Points, you move to a higher Outreach Level. Because Outreach Points are a reward for being active and benevolent, your Outreach Level never goes down.

Kred Rupert Murdoch TopicsAccording to Kred Mr Murdoch is among the least generous of people!  That’s what the quantitative data says, but oddly the “Communities” with which Kred associates him seem to embody Outreach – e.g. Charity, Mommy Bloggers and Mothers. The small number of tweets probably makes the Kred meter relatively sensitive to new keywords and topics so perhaps are an unreliable assessment.

Klout Rupert Murdoch Feb 2012Klout has Rupert Murdoch nailed at 80, which is very high – Scobleizer is 86 – so both Klout and Kred give him credit as a person of influence. But Klout nominates his influential topics as Terrorism, Hacking and Cloth Diapers! That’s a vastly different analysis to Kred’s and seems to be a more literal interpretation of his outgoing tweets than of which parts of his influence spread most widely and who spreads it – the latter a key ingredient of the Kred influence score. On the other hand, Klout does give insight into who influences Mr Murdoch, which makes for interesting reading regardless of whether it bears any resemblance to reality or not.

And I think that’s the thing about Kred and Klout and other social scoring systems – they may have substance or they may not, but by exploring their features in an open minded way they can throw up connections and insights about how social works. In this case, Rupert Murdoch ranks as a king of social, with just a Twitter account alone and 134 tweets.

As for me, I’m a middle ranking Kred’r.

What’s your take on Kred as a research tool?

What is your most productive or interesting way to use these tools?

How do you see Kred’s influence score and outreach level providing different insights to Klout’s scoring?

Please comment below.


PS Perhaps Porter Gale the ex VP Marketing of social at Virgin America joining Kred is what kicked off the flurry of recent buzz.