Wannabe Cool Kids Aim to Game the Web's New Social Scorekeepers

People have been burnishing their online reputations for years, padding their resumes on professional networking site LinkedIn and trying to affect the search results that appear when someone Googles their names. Now, they're targeting something once thought to be far more difficult to measure: influence over fellow consumers. The arbiters of the new social hierarchy have names like Klout, PeerIndex and Twitalyzer. Each company essentially works the same way: They feed public data, mostly from Twitter, but also from sites like LinkedIn and Facebook, into secret formulas and then generate scores that gauge users' influence. Think of it as the credit score of friendship.

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Here, Tweeting Is a Class Requirement

Big consumer-products companies are going back to school. Businesses including Sprint Nextel Corp., Levi Strauss & Co. and Mattel Inc. are sponsoring college classes and graduate-level research to get help with their online marketing from the young and hyperconnected. Sprint, for example, supplies a class at Boston's Emerson College with smartphones and unlimited service in exchange for students working gratis on the company's local Internet push. Universities, in some cases, receive funding or proprietary consumer data from companies for their research. Students get experience they can display on their résumés, and add lively classes to the usual mix of lectures and written exams.

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