Adobe has recently released its Adobe Digital Index (ADI) after acknowledging the strong desire brands have to be affiliated with successful sporting figures. The ADI serves as a measurement device, allowing ‘social Klout scores’ to be determined, which in turn represents an individual’s power in social media. Tamara Gaffney, principal analyst at ADI emphasises the complexity of social media, international reach, and one’s overall fan base that needs to be taken in to consideration when a brand chooses to employ a certain athlete on their sponsor roster.
With the recent commencement of the tennis competition Wimbledon in the UK, Novak Djokovic, according to the ADI, is the most powerful competitor for social media on the basis of followers and mentions. By comparison, Serena Williams has more Instagram followers but less mentions and interactivity. This new concept of the social Klout is providing marketers with a tool to effectively select athletes, or other public-figures, to associate with a brand.