As most of you have seen, Ellen Degeneres literally shut down Twitter Sunday night by sharing a selfie during the Oscars that as of publication has been retweeted over 3 million times. This tweet made social media history by setting the record for most retweets ever and becoming the first user to top 1 million retweets for a single Twitter post. Talk about Klout.
— Ellen DeGeneres (@TheEllenShow) March 3, 2014
The question on everyone’s mind, of course, is what kind of impact does 3 million tweets have on someone’s Klout Score?
In the case of @TheEllenShow, she already had an impressive Klout Score of 92.8 (all those great dance moves count for something, afterall). When you’ve got a Score this high, it is incredibly difficult to move the needle. Despite this, that one tweet drove Ellen’s Klout Score to a record high of 95.1. This moves her into the top 100 influencers on social media!
For those of us who don’t share Ellen’s excellent dance moves, the impact of 3M retweets would be much higher. If you were a fairly active social media user with a Klout Score of 50, this tweet would have increased your Score to a whopping 77. Not bad for a day’s work. Of course, you’d need to continue producing great content to maintain this Score. Luckily, #NewKlout has your back.
Although the impact of 3M retweets on the Klout Score is interesting, we wanted to understand the broader impact that this tweet had across the social web. We looked at it three ways:
1) A rising tide lifts all ships
Across the board, people who engaged with the tweet saw their own Klout Scores go up. Most interestingly, people who replied to the tweet with their own thoughts got more reactions from their followers. This resulted in an average Klout Score increase of 4.5x that of those who just retweeted it. This goes to show how important it is to create original content.
2) Even the lurkers got involved
Of the people who interacted with the tweet, 22% had not created any content on Twitter in the previous seven days. And >50% had created less than 5 interactions on Twitter. It’s amazing what can happen when a popular celebrity asks you to tweet.
To illustrate this point, Twitter’s data team created an 60-second animated map to show all of the Twitter activity from the night. You’ll notice that at 22:00, when Ellen shares her selfie, the map lights up.
3) Going beyond the tweet
The impact of Ellen’s selfie went far beyond the tweet itself. Articles about the record setting tweet in the #NewKlout content stream were shared at at 2.5x the rate of other articles that day. Everyone wanted in on the action.
So in the end, who won from all this? Samsung for their product placement? Ellen for her Klout? Twitter for dominating the Oscars? In the words of Ellen herself, “We’re all winners tonight.”