A different kind of word-of-mouth advertising is sweeping the online world. Brands can offer Facebook fans with high Klout scores customized content or special offers.

Klout, the indicator of online influence, now allows brands to connect with fans on their Facebook pages, by giving perks to those with high scores. Some examples of previous perks include Universal Pictures inviting entertainment influencers to an advance screening of The Adjustment Bureau and Hewlett Packard offering influencers a HP laptop loaded with top films from the Cinequest festival. Klout's co-founder, Joe Fernandez, said:

We believe that companies can no longer simply judge each customer by the lifetime value of what they spend with them. Every individual now has a network value based on their ability to leverage word of mouth and social media to influence their network and spread the word about a product or service.

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