What is the Social Capital Score?
The Social Capital Score is a 0-100 metric that measures a person's network influence, professional connections, and potential value as a referral source or center of influence.
Think of it as: A "connector score" that identifies people who know people—your potential referral champions and network hubs.
Use it to identify:
Centers of influence worth cultivating
Clients with strong referral potential
Community and professional leaders
Well-connected individuals in target markets
Strategic relationships beyond direct revenue
How the Social Capital Score is Calculated
The score uses multiple factors to assess network influence:
Professional Network Size and Quality (40-50%)
LinkedIn connections: Number and quality of connections
Professional affiliations: Industry associations, professional groups
Alumni networks: Involvement with alma mater
Corporate connections: Size and prominence of employer
Industry visibility: Speaking engagements, publications, awards
Higher scores: 500+ LinkedIn connections, industry leadership roles, large company executives Lower scores: Minimal LinkedIn presence, few professional affiliations
Community and Civic Involvement (25-35%)
Board memberships: Nonprofit, corporate, advisory boards
Volunteer leadership: Committee chairs, organization officers
Community visibility: Local recognition, awards, media mentions
Charitable involvement: Major donor recognition, fundraising leadership
Religious/social organizations: Leadership roles in faith communities, clubs
Higher scores: Multiple board seats, community awards, visible leadership Lower scores: No detectable community involvement
Social and Lifestyle Indicators (15-25%)
Social media following: Followers on various platforms
Club memberships: Country clubs, professional clubs, social organizations
Event participation: Galas, fundraisers, professional conferences
Hobby groups: Leadership in hobby/interest organizations
Geographic centrality: Well-connected in local community
Higher scores: Social media influencers, club members, event organizers Lower scores: Private individuals, minimal social visibility
Professional Status and Influence (10-20%)
Job level: Executives, business owners, partners
Company prominence: Well-known employers, industry leaders
Educational background: Prestigious institutions, advanced degrees
Career trajectory: Upward mobility, multiple successful ventures
Industry respect: Awards, recognition, thought leadership
Higher scores: C-suite executives, managing partners, business owners, thought leaders Lower scores: Entry-level employees, individual contributors
Interpreting Score Ranges
80-100: High Influence (Super Connectors)
Profile:
Extensive professional networks (500+ LinkedIn connections)
Multiple board memberships or leadership roles
Well-known in community or industry
Active social media presence with following
Executive level or business owner
Visible community engagement
Examples:
CEO of local company serving on 3 nonprofit boards
Managing partner at law firm, county club member, chamber of commerce board
Retired executive with extensive alumni involvement and community service
Successful entrepreneur active in industry association and startup ecosystem
Relationship Strategy:
High-touch cultivation: Regular personal contact, VIP treatment
Referral partnership: Explicitly develop as referral source
Thought partner: Share ideas, seek input, collaborate
Exclusive experiences: Private events, unique opportunities
Visibility association: Co-speaking opportunities, joint community involvement
Gratitude focus: Consistent appreciation, acknowledge their influence
Value beyond revenue: One well-cultivated high-social-capital client can refer 10-20 quality clients over time. Invest disproportionately in these relationships.
Expected referrals: 3-5+ per year when relationship is strong
60-79: Moderate Influence (Connected Professionals)
Profile:
Solid professional network (200-500 LinkedIn connections)
Some community involvement (volunteer, member)
Mid to senior professional level
Active in professional or social organizations
Moderate social media presence
Examples:
VP at established company, active in professional association
Small business owner involved in local chamber
Professional (attorney, accountant, physician) with specialty network
Mid-career executive with strong alumni connections
Relationship Strategy:
Regular engagement: Quarterly touchpoints, annual events
Referral requests: Ask for introductions when appropriate
Mutual benefit: Offer to connect them to people in your network
Group events: Invite to client appreciation events, workshops
Professional respect: Recognize their expertise and connections
Expected referrals: 1-3 per year
40-59: Average Network (Standard Connectivity)
Profile:
Typical professional network (50-200 LinkedIn connections)
Limited community visibility
Individual contributor or early-mid career
Some professional connections
Private social life
Examples:
Mid-career professional with standard network
Established individual in local community
Homeowner with neighborhood connections
Member of church or social group
Relationship Strategy:
Standard service: Normal client service approach
Occasional referral requests: Don't over-rely on them for referrals
Peer connections: They know people like themselves (could refer similar clients)
Relationship-based referrals: Referrals happen naturally from satisfaction, not influence
Expected referrals: 0-1 per year
0-39: Limited Network (Low Connectivity)
Profile:
Minimal professional network (under 50 LinkedIn connections or no LinkedIn)
Little to no community visibility
Private individuals
Limited social media presence
Few detectable professional or social affiliations
Examples:
Very private individuals
Early career or entry-level
Retirees with limited ongoing professional engagement
Intentionally low-profile wealthy individuals
People who don't use social media or professional networks
Relationship Strategy:
Don't expect referrals: Focus on direct relationship and service value
Privacy respect: Appreciate their low-profile preference
Quality service: Good service may still generate word-of-mouth, just not measurable
No pressure: Don't ask for referrals or networking favors
Expected referrals: Rare
Important note: Low social capital doesn't mean low value or wealth. Many very wealthy individuals intentionally maintain low profiles.
How to Use the Social Capital Score
Identifying Centers of Influence (COI)
Create a COI Segment:
Filter: Social Capital Score 75+ AND Catchlight Score 60+
Result: Engaged, influential people worth cultivating
Action: Develop dedicated COI strategy
COI Cultivation Plan:
Personal relationship building: Regular 1-on-1 meetings (lunch, coffee)
VIP experiences: Exclusive events, unique opportunities
Thought partnership: Seek their input, make them feel valued
Explicit referral discussion: "I'd love to work with more people like you. Who else might benefit from our planning approach?"
Reciprocal help: Introduce them to people in your network
Consistent appreciation: Thank you notes, recognition, gratitude
Referral Program Design
Tiered Referral Approach:
Tier 1 (Score 80+):
Personal referral conversation at every meeting
Dedicated "introduction packets" for them to share
Immediate white-glove service for anyone they refer
Generous appreciation (gifts, experiences, donations in their name)
Quarterly check-in: "Who else should I be helping?"
Tier 2 (Score 60-79):
Annual referral discussion
Standard referral process
Appreciation for referrals
Occasional: "If you know anyone who might benefit..."
Tier 3 (Score 40-59):
Passive referral (business cards available)
Appreciation if they do refer
Don't actively solicit
Tier 4 (Score 0-39):
No active referral requests
Focus on service quality (may generate organic referrals)
Strategic Networking
Board Member Connections:
Filter: Social Capital Score 70+ AND includes board membership data
Strategy: Ask about their nonprofit involvement, offer to support their causes
Opportunity: Board members know other board members (affluent, community-minded)
Industry Influencers:
Filter: Social Capital Score 75+ AND Current Employer in [target industry]
Strategy: Become THE advisor for that industry/company
Opportunity: Word spreads within industry networks
Geographic Hubs:
Filter: Social Capital Score 70+ AND City = [target city]
Strategy: Become known as the local advisor
Opportunity: Community leaders know other community leaders
Marketing and Events
Influencer Events: Host exclusive events specifically for high-social-capital clients:
Small, intimate dinners (10-12 people)
Unique experiences (private club, special venue)
Peer-level content (advanced topics, guest speakers they'd respect)
Networking opportunities (they want to meet other influential people)
Goal: They become advocates who actively promote you in their networks.
Ambassador Program:
Select top 10-20 clients with Social Capital Score 80+
Create formal "Client Advisory Board" or "Ambassador Program"
Provide special recognition, exclusive access, first priority
Explicitly ask for feedback, referrals, and advocacy
Combining with Other Metrics
High Social Capital + High Catchlight Score:
Filter: Social Capital 75+ AND Catchlight Score 75+
Result: Engaged influencers—your best referral sources
Action: Maximum investment in these relationships
High Social Capital + Low Revenue:
Filter: Social Capital 75+ AND Projected Revenue < $5K
Result: Influential but not high-value clients
Consider: Accept them as clients for referral potential even if below minimums
Strategy: Lower-cost service model but high relationship cultivation
High Social Capital + Recent Life Event:
Filter: Social Capital 70+ AND Life Event present
Result: Influential people in transition (job change, retirement, etc.)
Action: Perfect moment for deeper engagement and asking "who else should I help?"
High Social Capital + Specific Wealth Segment:
Filter: Social Capital 75+ AND Wealth Segment = Affluent or higher
Result: Affluent influencers—premium referral sources
Action: These individuals know other affluent people
Score Updates and Monitoring
Update Frequency: Quarterly
What Causes Score Increases:
LinkedIn connection growth
New board appointments
Community awards or recognition
Media mentions
Professional promotions to leadership
Speaking engagements or publications
What Causes Score Decreases:
Retirement (loss of corporate platform)
LinkedIn inactivity
Resignation from boards
Reduced community visibility
Monitoring Strategy:
Set alerts for clients whose scores increase significantly (new COI opportunity)
Review annually: Are your high-score clients actually referring? If not, improve cultivation.
Limitations and Considerations
What the Score Doesn't Tell You
Willingness to Refer: High social capital means they know people, not that they'll introduce you. Relationship quality and trust determine actual referrals.
Relationship Quality: Score measures network size and influence, not how much they like you or trust you.
Referral Quality: They might know lots of people but not your target market. A high-score client in academia may refer other professors (not your ideal clients).
Privacy: Some high-net-worth individuals intentionally maintain low social profiles. Low score doesn't mean not influential.
When High Scores Don't Matter
Poor Relationship: A high-score client who dislikes you won't refer anyone. Relationship quality > social capital score.
Wrong Network: They're well-connected in the wrong circles for your target market (their network doesn't match your ideal client profile).
Non-Referral Service Models: If you don't rely on referrals (all marketing-driven acquisition), social capital is less relevant.
Existing Clients: Focus on service quality first. Don't treat high-score clients as "referral machines"—they're clients first, referral sources second.
Ethical Considerations
Authentic Relationships: Don't befriend high-score individuals solely for referrals. Build genuine relationships.
Reciprocity: Help them too. Introduce them to people, support their causes, add value to their lives.
No Pressure: Never make referrals feel obligatory. Grateful appreciation, not expectation.
Quality Over Quantity: Better to deeply cultivate 10 high-social-capital relationships than superficially pursue 100.
Practical Examples
Example 1: COI Identification You filter for Social Capital Score 80+ and find 12 clients. You create a "VIP COI" segment and:
Schedule quarterly lunches with each
Invite to exclusive annual dinner
Send personalized thank-you gifts
Make referrals to them first
Result: These 12 clients refer 25 new clients over 2 years
Example 2: Board Member Strategy You identify 8 clients on nonprofit boards (Social Capital 70+). You:
Ask about their nonprofit involvement
Attend their organization's fundraising events
Sponsor or donate to their causes
Offer pro-bono board treasurer consultation
Result: Meet other board members, gain 5 new clients from these networks
Example 3: Industry Clustering You notice 6 high-social-capital scores at the same company. You:
Host lunch-and-learn at the company
Become known as "the advisor who understands [Company] benefits"
Ask attendees who else at the company should attend next time
Result: Grow to 25 employees at that company through referrals
Related Articles
5.8: Catchlight Score Explained
6.1: Prioritizing Leads
6.2: Personalizing Outreach
5.11: Social Media Profiles
5.12: Characteristics & Personas