University Twitter Accounts Compared Using Klout – A measure of engagement?


Here’s a comparison of Swedish university twitter accounts using Klout (I’ve done something similar before).  I’m interested in how much klout tells you – does it reflect the nature of the twitter account. Does it tell us whether the twitter account is being used to engage, or simply broadcast? And before you get all sniffy, engagement is a fancy word for talking.

Swedish university twitter accounts ranked by Klout score.

Swedish universities and their Klout score

Does Engagement Have An Impact On Your Klout Score?
Klout only seems to tell you so much. It’s definitely telling you whether you left the starting blocks or not, but after that – well – it seems to get pretty blunt rather quickly. Here’s the amount of tweets, RTs, and @ replies from the top 6 Swedish universities, as ranked by their Klout scores, from January 2011. #RT is the number of times they retweeted something, #@ is the number of times they replied or mentioned another user (but not in a RT). Lists is the number of times they are listed.

Swedish universities with a high Klout score and their engagement

The number of @s and RTs gives an idea of how much the account is talking. It would seem that Klout is not so sensitive to engagement.  For example, @karolinskainst and @lundsuni have barely acknowledged that they have followers, through their lack of RT’s and @s, but still they have a reasonably high klout score. Both @malmouniversity and @liuuniversitet are engaging with their followers, but it does not look like it particularly impacts their klout score.

Klout’s important for a gross comparison –  but it looks like it’s less sharp for getting a handle on engagement. Or? Shoot me down in flames – I’ve love to have a single number which quantifies engagement!

Some observations on best practice.

I looked at a bunch of twitter accounts for this article, here’s some observations:

You so need a bio, and if you’re not using all the characters you’re missing out on opportunities to be found. It’s the only place on your twitter page (other than the tweets themselves) that you can put a clickable link in. Without a good bio it’s hard to decide whether you’re worth following or not – this goes for your personal account as well.

How often do you tweet? Particularly if it’s an English language account, there’s whole bunch of people who never see your tweets because they’re on the dark side when you’re tweeting. If it’s important information, consider sending it out several times to maximise your changes of being read– don’t be shy.

Are you sending traffic to your other online assets? Your Facebook page would probably appreciate a shout-out once in a while, and if you’ve just updated your admissions guide on your website why not tweet about it?

Do people care enough about you to put you on a list? Getting included on someone’s list means you’re in the VIP lounge for their attention. Make your own list of all the tweeting staff, students and offices from your university – that way you’ve got a handy source for RTs and an overview of your tribe’s activity.

A final word, if you’ve created an account but are rarely using it then you still need to pay attention to any questions or comments you get. Otherwise you could be quietly bleeding out good will, without ever realizing it.

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2 thoughts on “University Twitter Accounts Compared Using Klout – A measure of engagement?

    • Hi Annica – Your comment was exactly why I want to share this stuff – that’s a great insight. The best way to test how well Klout measures engagement would be to follow it in relation to @s and RTs day by day – but that would be tough! I know my own Klout score reacts when I talk a lot with other people – so I guess, now I give it more thought, maybe it is more sensitive than these data suggest. But, it would still seem to be placing more weight on followers and RTs, than perhaps @ tweets directed at the account? That would explain the high scoring Swedish university’s which do not seem to interact much with their followers – maybe a lot of their content is RTed. That would mean that it’s great for saying how much people act on your content, but not so sensitive for measuring your interaction back. Thanks for your kind words as well!

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