One such moment is when Cassio, a military leader and friend to the great Othello, realizes he has done something stupid and he blames himself and mourns the inevitable consequences of his choices. "Reputation, reputation, reputation! Oh, I have lost my reputation! I have lost the immortal part of myself, and what remains is bestial. My reputation, Iago, my reputation!" Iago sneers back at him, "As I am an honest man, I thought you had received some bodily wound. There is more sense in that than in reputation. Reputation is an idle and most false imposition, oft got without merit and lost without deserving. You have lost no reputation at all unless you repute yourself such a loser."
Interesting, right? We still use and love money, but the power of influence has been utilized for a long time. Star power as an advertising mechanism is not new. However, it is changing in our connected and infobese world. There is a dark side to using celebrities to "kick" your product out the masses, as Samsung must know by now after actions from Ellen and LeBron.
Interestingly enough Extras predates Klout, a San Fransisco tech start-up all about measuring your influence on the web and rewarding you for increasing your rank or score.
In an interview with Businessweek, Klout's Co-Founder Joe Fernandez explains: "The Klout score is supposed to be a way to compare and digest what that influence means. We’re doing something controversial, and we know that . . . We’re helping you craft that persona that you’re trying to be online." I wonder about the millions who are not online, or who are but are so helplessly addicted to looking at cats and their own FaceBook profiles. I guess they are just the crowd of folks waiting to be influenced by the reputation of the Klout Kings.
I had an account on Klout. After thinking about it (probably too much) I decided to disconnect from the site and stop looking at my score. Was this a smart decision? Does it matter? I don't really know. If I was looking for a job in social media then this would have been a deal breaker.