Social media is the driving force behind much of the World Wide Web. Individuals use it to connect and share globally, and businesses have realized its immense potential for extending brand reach. A recent Pew Internet report found that two-thirds of adult Internet users are using a social networking site; other studies have noted the growing use of social media for marketing purposes.
So, given the growing importance of social media, it makes sense that companies are now measuring the relative importance, or influence, of the people using the networks.
Klout and PeerIndex, the two major players in measuring social influence, have only been around for a few years but have already made a mark on digital engagement.