You post...you tweet...you comment on other people's announcements and perspectives. But where is that all getting you? Are you connecting with the right people?  Are you viewed as inspirational or annoying? Aspiring to be an influencer?

A company called Educated Change is using machine learning to produce simple quantitative assessments of your social media personality. Similar to how you can take an online quiz or use a career profile tool, you can now get a machine-generated report on your social media status, along with recommendations for improving it.

Based on keywords, the program assigns values to the topics you write about and the reach of the people in your social media circles and translates that into a fair market value. You get a tag cloud of the words you use most frequently and then get assigned to a personality "type" based on how you communicate. Similar to a Myers-Briggs assessment, you'll receive a perspective on your influencer style and can view other people who fit that description.

Just as analysts have valued media buys for years using technology, machine learning and statistical models are being applied to assign values to personal brands. Companies who invest in influencer marketing want to be sure they are "buying" someone who will deliver a return of investment, and recruiters want to be sure that their digital marketing hires are the real deal.

Some simple guidelines for improving your LinkedIn value:

  • Make sure your profile photo is visible to the public.
  • Post frequently but not too frequently. More than once a day is probably too often. Choose the words you use in your posts according to how you want to be perceived (e.g., Do you want to be helpful or more prescriptive in your style?)
  • Be followed by more people than you follow, and make sure your "circle" is consistent with the brand image you want to create. 

At least 75 start-ups are eager to get their piece of the $100 million HR assessment industry, according to Fortune. One example is Good & Co. In addition to creating individual profiles, they assess how team members might work together. The Harvard Business Review, declares that "We're all being silently judged."

Although my own value was assessed at $1.6 million, I don't yet have buyers or employers lining up to bid on my influence. But this technology is still new and "What's your influence score?" may become a standard question in the marketing and hiring world. 

Published on: May 1, 2018