Web analytics have become an increasingly popular way for companies, marketers, and even individuals to measure the many facets of social media, as well as provide a simple way to track their footprint amongst it all. From off-site to on-site, these measuring tools are excellent outlets for delivering feedback, which help users to understand and optimize their web usage. However, while the bloggers, appropriately named “Twitterati,” and avid Facebook users have been tending to and carefully monitoring these statistics, a recent addition to social media metrics is beginning to generate an ample amount of hype right under their noses: Influence. Yes, you read that correctly—Influence.

If you are anything like me, than you sometimes struggle to keep up with the almost overwhelming amount of metrics and social networks available. Sorry to say, but I have another item to add to your ever-growing list. Currently available only to Twitter users, a recent startup, Klout, has developed an application-programming interface (API) that is capable of evaluating Twitter behaviors. This API uses ranking algorithms and semantic content analysis to measure the influence of individuals and topics around the web. To me, this translates to: Twitter is going to further dominate my life and require attention equal to that of a newborn; and night terrors—I can already envision follower ratios, mention counts, and retweet metrics chasing me in dreams (the sheep don’t stand a chance against these beasts.)

Although some would rather see the amount of metrics begin to dwindle rather than gain popularity— similar to my feelings toward 3D movies—companies have begun to experiment with the use of Influence metrics. FastCompany magazine and website, known for uncovering the best and “next” practices, is currently running a promotion to find the most influential people online: The Influence Project. FastCompany describes “real influence” as being able to affect the behavior of those you interact with, and getting others in your social network to act on your suggestions or recommendations. That almost sounds more like a contest to become the Internet’s largest sheepherder—but perhaps that’s the point.

The basic concept of social media revolves around the creation and exchange of user-generated content and has become increasingly appealing to small and big business—making it much easier to reach customers and build on reputations. Bringing in a metric like Klout would become a goldmine for companies looking to market a product or idea—large influence score, larger marketing capacity.

I digress and turn to the larger question at hand—should we actually care about our social media influence? Although I would like to stand firm, holding a sign that says, “no,” in industrial marker, it does seem that Klout would hold some potential for the business industry in its ability to increase the marketing power of a company. However, for the regular Joe, feel free to pass on the concept—unless you have a mean competitive streak.