Klout and Microsoft have announced a strategic partnership that will make Klout an integral metric powering Bing, while Bing searches will influence Klout scores.
According to a Bing rep, the brand has been increasingly focused on people-related search results, although no other details on how this will be further implemented could be revealed at the time. Still, it’s been obvious that Bing wants to associate itself with social search, and today’s announcement makes that even clearer. The deal is the result of an investment in Klout by Microsoft, and will create a tight knit integration between the social scoring service and Bing.
Since the launch of its social search bar, Bing search engine has seen “social” as a crucial metric for providing answers to your pressing questions, and it has so far integrated four other social media platforms to build out the framework of its social-based recommendation engine. “Bing already incorporates signals from sites like Facebook, Quora, Foursquare, and Twitter to help identify experts and enthusiasts on a variety of topics, and by teaming up with Klout, Bing hopes to make it even easier for searchers to identify those experts by incorporating Klout data directly into sidebar,” Bing’s Corporate Vice President, Derrick Connell, explained to Digital Trends.
But unlike the other partners, Klout will be more intertwined with Bing. On the surface, you’ll recognize that friends and recommended people listed under Bing’s “People Who Know” bar are now are tagged with their Klout scores. Topics that these individuals are influential in, as recognized by Klout, also accompany the scores.
“The Klout Score and topics are a helpful signal for understanding why you should trust recommendations from these experts. By clicking through to those users’ Klout profiles, you can see their best moments and gain additional context and insights into their expertise,” Klout’s CEO and co-founder, Joe Fernandez, wrote in a blogpost.
Behind the scenes, Bing’s search data will influence Klout scores as well: How often a person or a person’s work is search via Bing will be tied to Klout’s measurements. Bing’s search data will be the first non-social media style data that Klout will support, but it’s a move that makes sense when search and influence are closely tied to together. Of course this is likely only to apply to generally well known individuals.
“Klout already digs deep into social media and other sources across the Web to better understand how people influence each other, and this partnership will help us begin to factor in search as a signal in online influence. As a key resource for finding and discovering content online, search also serves as a guide for helping consumers find folks that are knowledgeable on topics they search for – that’s where Bing’s sidebar has a unique advantage,” Connell said.
What do you think of Bing’s integration with Klout? Tying search to social is risky business, and reactions have been incredibly varied. Let us know what you think in the comments below.