“We went from about 100 variables that we were looking at to over 400,” Joe Fernandez, founder and CEO of Klout told Mashable. “We’re looking at a bunch of new stuff.”

The service is looking at 12 billion data points per day across the seven social networks it looks at — 12 times more than it did previously.

… Klout also now takes into account more of your real-world influence, and takes into account how important you are at your company -– the CEO will earn more Klout than the mail guy –- and if you’re important enough to have your own Wikipedia page.

“We had to figure out how to balance the real-world influence with the online influence,” says Fernandez. “We still lean more toward the online influence but now your real-world influence is coming more and more into play.”