San Francisco-based Klout is no stranger to measuring influence on the Social Web. The company launched at SXSW Interactive 2009 to help Twitter users discover the voices that the world listens to (on Twitter anyway). Essentially, Klout measures influence at the topical level, sorting individuals who demonstrate the ability to drive action within respective social graphs when discussing particular subjects.

Today, Klout is announcing its most significant release to date. In addition to measuring authority on Twitter, the company is releasing a new, intelligent Twitter List engine that identifies and ranks the top 25 influencers for any topic of interest and produces a new, qualified, and ranked list as a result.

Facebook is much more than a social network. Twitter is much more than an information network or serendipity engine. Each represent a dashboard for your attention, a foundation for conversations and collaboration, and a matrix for your social graph and contextual relationships. In other words, Facebook and Twitter essentially represent the entrée to the future of the social Web as each strive to host, what Facebook founder Mark Zuckerberg, and others, refer to as our personal social operating system (OS).

What Windows is to PCs and OS X is to Macs, Facebook and Twitter are to our social architecture and enterprise. Certainly there’s a David and Goliath element here depending on which company you immediately view as Microsoft or Apple. However, Mac and Windows are simply operating systems, not networks per se, and that’s where the metaphor of an OS breaks down. Either way, there is the perception that there is a competition between Facebook and Twitter for your attention and your network.

Today, the Federal Trade Commission made good on its threat promise to change the way it regulates endorsements from bloggers by releasing its final revisions to the guidance it gives advertisers on how to keep their endorsement and testimonial ads in line with the FTC Act. Last May, we reviewed the proposed FTC guidelines that will now change the disclosure rules around paid endorsements and testimonials, and thus how brands use online endorsements in their marketing, advertising, and communications programs.

This amendment marks the first time in 29 years since The Guides were last updated in 1980.

As a result of the evolving level of influence inherent in the social Web, and web in general, the notice incorporates several amendments to the FTC’s Guides Concerning the Use of Endorsements and Testimonials in advertising and blogging, which address endorsements by consumers, experts, organizations, and celebrities, as well as the disclosure of important connections between advertisers and endorsers. Fines for violating the new rule will run up to $11,000 per incident.

In light of the FTC’s recent scrutiny of Social Media practices and the activity that connects brands to influencers and ultimately consumers, we will soon see guidelines and corresponding penalties to serve as governance for future engagement.

In the realm of sponsored posts or tweets, the FTC simply cannot delineate the differences between earned and paid postings and therefore assumes that most consumers are equally oblivious.

With Izea’s impending announcement of a new pay-per-tweet network, combined with existing ad networks and services such as TweetROI, Twittad, and Magpie, the FTC will be forced to pay attention to the paid endorsements in one of Social Media’s most promising and also elusive networks.

As you could possibly imagine, the reality of mass-sponsored tweets will raise a Tweetstorm that will immediately trigger a blogstorm, which will ultimately escalate into a full-blown Category 5 media hurricane. But the reality is, whether you agree with them or not, sponsored conversations and paid tweets are already here. The question is how to use them correctly and responsibly.

In the world of business, social media, led by Twitter, is forcing companies to augment the offshoring of reactive customer service with the nearshoring of proactive customer engagement. The conversations that power social media are sparking a sense of urgency to identify influential voices and talk to customers in a place and time of their choosing (generally, in public and online).

For example, on Friday at during a panel at the CrunchUp on Real Time Business, Porter Gale, vice president of marketing for Virgin America, made it clear that Virgin America understands the promise, prospect, and value of listening and responding to the social stream.

This past weekend the Twitterverse spoke-out in exasperation and opposition against traditional media networks (CNN specifically) and the absence of instantaneous coverage of the Iranian election and the resulting fallout. “We the people” wanted real-time information regarding the violent protests that erupted on the streets of Iran and the stories probing potential foul play in the results. We took to Twitter to express discontent and to also uncover the real story as it was unfolding live through citizen journalism.

The world was watching . . . and it did so on Twitter, not on CNN or any other news network.

At the 140 Characters Conference (#140conf) in New York, Robert Scoble hosted a fervent discussion with social-media-savvy traditional news personalities to explore how Twitter was transforming the process of news gathering and lead sourcing. Joining Scoble was Ann Curry (@AnnCurry)—News Anchor on NBC’s Today Show and host of Dateline NBC, Rick Sanchez (@ricksanchezcnn)—host of the 3PM weekday edition of CNN Newsroom, Ryan Osborn (@todayshow)—producer, NBC Today Show, and Clayton Morris (@claytonmorris)—anchor, Fox News.

In the case of Iran’s election, Twitter once again served as the lifeline to news and information for a monumental and historical event. Conference organizer Jeff Pulver calls this the era of “now” media, fueled by new and social media and the people who power Twitter and other popular networks. The pursuit of “now” is conditioning us to expect information as it happens, whether it’s accurate or developing.

In the eyes of imaginative and opportunistic advertisers and marketers, bloggers and online influencers are the new celebrities and athletes. Brands are showering them with endorsement deals rich with products, cash, trips, exclusive access to information, and VIP treatment each and every day, creating a new genre of star spokespersons.

Many expert and lifestyle “citizen” bloggers and online weblebrities are creating communities around their personas as they freely and actively share personal and identifiable experiences online, in social networks and also in the real world. Those who can successfully connect their stories to others in and around their peer groups earn trust, visibility and authority – limited only by ambition and ingenuity. They’re rewarded for their presence and ability to point their followers in strategic directions.

These new brand ambassadors are almost the perfect instruments for surreptitiously sparking and cultivating a groundswell of desire within desired target markets.

Consumers look to experts and trusted peers for guidance and insight when making decisions.

But who’s to say that the information they’re receiving from their trusted sources is indeed truthful and honest? Many of these followers are blind to the fact that some of these authorities are actually directly or indirectly compensated for their opinions and insights.

Last year, I covered the landmark SEC decision to recognize corporate blogs and potentially other forms of Social Media as a recognized form of meeting public disclosure requirements under Regulation FD (Fair Disclosure) – in some cases. It was a significant validation of a widely recognized medium for sharing information between publicly-traded companies and stakeholders. Jonathan Schwartz, CEO of Sun, among many others, successfully lobbied over the years for official recognition of blogs and the SEC finally took notice.

In reality, social media is reshaping disclosure and the practice of investor relations. As the social web begets a human voice and genuine transparency, it also raises the risks of meeting and maintaining legal compliance. It’s true, the SEC has recently modified its stance on blogs, but as new social tools continue to innovate and gain traction, a gap may be widening between the ability for companies as well as the SEC to keep pace with a rapidly evolving landscape of social networks and the means to meet investor demand and simply keep up with all of the emerging opportunities for engagement and communication.

Recently, I enjoyed a refreshing and invigorating dinner with Walt Mossberg. While we casually discussed our most current endeavors and experiences, the discussion shifted to deep conversation about the future of journalism in the era of socialized media with one simple question, “are newspapers worth saving?”

Walt thought for no more than two seconds and assertively replied, “It’s the wrong question to ask. The real question we should ask is if whether or not we can save good journalism.” He continued, “Think about it. Of the hundreds, thousands, of newspapers around the country, there are really only a few that matter. Good journalism and journalists, on the other hand, are worth saving.”

Indeed. Perhaps good journalists, intuitive and ambitious journalists, might figure out how to survive this Darwinian state of media evolution on their own.Whether it’s newspapers, television shows, or online mediums and networks, the shift is in consumption behavior, quality, relevance, and personality, not the production or distribution of content per se.

Journalists must tap the Statusphere in order to earn awareness for their work and more importantly, build relationships with those who share affinities for the topics they cover. While traditional media models lived and breathed through the sharing of content directly to the existing readership, new media will thrive from those individuals who reach people where they interact and hand-deliver relevant information directly to them.

News Feeds and Timelines serve as our centralized attention dashboard and determine what we read, what we say, and who responds simply by the information that continually flows through it. We’re engaged at the point and place of introduction and bound by context and time. Noticeable content sparks curiosity and dictates our next move and subsequently the next moves and reactions of friends and friends of friends (FoFs).

Depending on which numbers you source or believe, all reports agree that the blogosphere continues to expand globally.

As the leading blog directory and search engine, Technorati maintains a coveted Authority Index which is considered amongst bloggers as the benchmark for measuring their rank and selling their position within the blogosphere. (At least until recently). Authority in the index is defined as the number of blogs linking to a website within the last six months. The higher the number, the greater the level of Authority a blog earns.

However, a disruptive trend is already at play. While blogs are increasing in quantity, their authority–as currently measured by Technorati–is collectively losing influence.

It goes back to the definition of authority. Links from blogs are no longer the only measurable game in town. Potentially valuable linkbacks are increasingly shared in micro communities and social networks such as Twitter, Facebook, and FriendFeed and they are detouring attention and time away from formal blog responses.

It’s official. We’re in a recession. Recessions naturally inject fear and panic, which is only heightened by every discussion of market losses, layoffs, bailouts, and somber predictions. We’re only human after all; of course everything affects us personally and emotionally.

Fear is not a catalyst for productivity however.

With valuable advice pouring in from concerned and sympathetic entrepreneurs and proven leaders, businesses are indeed responding quickly to make decisions that equate to a secure and prosperous future—hopefully.

This constructive advice has helped businesses focus and weigh difficult decisions sooner than they might have without it.

However, over time, productive guidance has mutated into a glut of negative forecasts and grim predictions that pillage precious and vital airtime from contributing to the resolution of our financial predicament. Simply said, fear, and the dissemination of distress, slowly erodes hope, vision, and ambition, ultimately killing businesses instead of guiding them.

Where there’s victory, there’s also opportunity…

This Presidential election was profound in its results. Obama won both the Electoral College vote 364 to 163 and the popular vote 53% to 46% with roughly 120,000,000 votes cast. This election was the first in 50 years, in which there was no incumbent President or Vice President from either party competing for the Presidential nomination. Close to 65% of the American population voted in this election, its highest turnout since the election of 1908.

But let’s examine the election another way, one that may bring to life a different picture of how Obama earned his place in history. His campaign both redrew political lines and also forever changed the way candidates reach out to constituents.

Online tools such as Facebook, MySpace, and Twitter contributed to the netting of record-breaking campaign funding and the staggering galvanization of a younger generation of first-time voters who truly made an impact and a difference. The Obama campaign, for example, outspent McCain nearly three-to-one, which was a testament to the capabilities of technology and the corresponding impact of sociology let loose on the Web. The Obama campaign leveraged multiple technology platforms and social immersion strategies to engage constituents directly, raising an astounding $660 million in campaign contributions.

If you compare the other social networks and communities from FriendFeed to MySpace to Flickr, the stats are asymmetrical in Obama’s partiality.

Many of these two-way tools however, were simply used as broadcast mechanisms to send updates, solicit contributions, provide updates, and to also rally and unite supporters, albeit successfully.

We are witnessing either an epic financial meltdown or a long overdue resetting of existing business practices and the hollow markets they create. Or, perhaps we’re experiencing both of these phenomena. Either way, it has the nation gripped with fear, uncertainty, and an unsettling eruption of questionable advice confusing everyone, everywhere.

While the floor is crumbling for many industries much in the same way it did for Silicon Valley during the dotbomb years, the sky isn’t necessarily falling on the startup industry – at least not for those with marketable technology or products, dedicated and capable teams, an executable business plan, and access to the resources necessary to help it reach users and customers.

For those startups that are building and marketing something of value for consumers or businesses, there is much work to do. While there is always a need to attract mainstream users, this isn’t the time to stretch or over-commit resources to hit everyone all at once. Branding is an expensive proposition, one that requires time, capital, diligence, dedicated teams, enthusiastic customers, and patience. As counter intuitive as it may seem, this is exactly the right time to market into the echo chamber to earn the support of influentials who will create significant, concentrated brand visibility and momentum to carry you forward.

Your business can grow with the groundswell and doesn’t necessarily require the instant adoption by the masses in order to succeed in the short term.

Editor’s Note: This post represents the professional advice of Brian Solis who is not formally affiliated with TechCrunch50. If you are a participating TC50 company, resident TechCrunch PR expert Sarah Ross is available to share and review the public relations guidelines with you. It is important to work directly with Sarah to ensure you are in compliance with these guidelines to maximize your PR opportunity while also avoiding disqualification.

How do you launch a startup at a big tech conference without getting lost in the crowd? With TechCrunch50, Demo and several other major tech conferences around the corner, this question is on the minds of more than one entrepreneur. How do you create visibility for your startup, and do you need PR to do it, or just a great demo?

The coming days and weeks will be filled by some of the industry’s most anticipated, attended and watched conferences. They’re all competing for mind share and they are attracting influential attendees and spectators who will report their experiences and observations far and wide. In the next two to three weeks, over 150-200 companies will vie for attention and precious blog and media real estate.

Your story, as wonderful as it is, will need help rising above the flurry of news that will jockey to reach the ears and eyes of bloggers, press, customers, investors, and partners.