The top metrics you need to track engagement on LinkedIn
How to know what works, what doesn't and what your audience wants.
Last year I wrote a blog about vanity metrics on social media and why I wasn't a fan.
Since then, I've had clients who are increasingly using LinkedIn for their social media marketing platform, and some have asked about vanity metrics on LinkedIn.
I still hold the same viewpoint that vanity metrics are not my favourite thing to measure your success on social media.
And when it comes to LinkedIn, it's a different game plan.
For example, on LinkedIn 500 followers is optimal for connecting and building a long-term strategy, while being famous on IG with mega followers is like being rich in Monopoly (it's not real).
So although I shy away from encouraging clients to look at vanity metrics on LinkedIn, there are other important metrics you should be tracking.
How do you measure engagement on LinkedIn?
On your personal page, you'll see a dashboard. This is where you can see how many people have viewed your profile and your posts and how many times you've appeared in searches. You can also see how many followers you have.
On your company page, you'll find a tab called 'Activity'. This is where you'll find comments, mentions, posts, shares and reactions. There is also a tab called 'Analytics' where you can monitor visitors, updates and followers. If you click on updates, you'll see all of your engagement metrics on LinkedIn.
The top 11 metrics you should track on LinkedIn
Business or brand mentions: when others share your content or tag/mention you in their posts.
Profile views: who is watching what you're doing and interested in what you're offering?
Your activity: how many likes, shares, comments, and mentions have you received on your posts?
Demographics: you can check who follows you to see if your content is reaching the audience you want it to reach.
Engagement: the best way to see if what content is resonating with your audience – what are they liking, sharing, reacting to or commenting on the most?
Comments: when people comment on your posts, it shows that they're reading it and want to join in the conversation with you.
Messages: ignoring the spammy sales messages but monitoring how many messages you receive is a way of gauging how many people want to connect with you.
Followers: you don't need a huge number of followers, but the more you have, the more people will interact with your posts. However, it only takes a couple of your followers to share your posts that will open it up to their networks and so on.
Click through rates: your CTRs will show you how many people have stopped scrolling to read your content so you can monitor what works. Take note of your headlines, post snippets, content and the time your post to look for similarities of CTRs.
New connections: LI is all about connections so monitoring how many people connect with you is a great metric. Once someone connects with you, make sure you have a conversation to strengthen your relationship.
Shares: Like other social media platforms, shares are one of the best ways for your content to reach a wider audience. Monitor the type of content people feel compelled to share and create more of that.
As a social media strategist, I'm here to help you with LI metrics
For most business owners, tracking metrics isn't their idea of a fun job. But, as we know, it is a vital aspect of social media marketing.
To know if your efforts are working, you need to have a way to measure them. Once you understand what your audience is loving, sharing, liking, and reacting to, you know the powerful content you should create for your online marketing tactics.
If you need a hand with your social media marketing and metric tracking, please get in touch, as I'd love to help you out. If you have any questions, either drop them below or send me an email at sam@samsays.com.au.