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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