It looks like big things are in store for LinkedIn in 2022. Between the start-up boom, the Great Resignation and work from home culture, everyone’s looking for new ways to network. And let’s face it – LinkedIn’s opportunities for community engagement are hard to beat.
But if you want to make the most of your LinkedIn strategy, you have to focus on your metrics. Below, we’re covering the LinkedIn analytics basics every organization and business should know! Just sign in to your company’s LinkedIn account, then tap the “Analytics” tab to get started.
How to navigate LinkedIn analytics:
First thing’s first: How many people are actually visiting your LinkedIn profile? This metric can provide lots of insight into the effectiveness of your content. If LinkedIn users are taking the time to check out your company page, you’re off to a solid start.
Take a look at the content (or comments) you posted on your high-traffic days. See any common themes or patterns? Is there any way for you to build off that success?
This is where you get to take a deep dive into your individual LinkedIn posts. You can browse through all sorts of data like impressions, clicks, reactions, comments, shares and overall engagement rates.
Want more data on each individual post? Click your company’s “Home” tab, scroll to your post of choice and click the “Show Stats” button.
Are you getting lots of impressions but hardly any engagement? That’s a sign it might be time to adjust your content strategy. You don’t want people to just see your content – they should be interacting with it too.
Followers aren’t everything – but they can help your business appear more “legit” on LinkedIn. After all, a follow is like a little stamp of approval. They’re a sign that your audience likes what you’re posting, and want to stay up-to-date with your brand.
This analytics section will help you deduce which posts garnered the most follows. If you’re running out of content ideas, take inspiration from your most successful posts!
This section also provides a glimpse into what your followers do for work and where they’re located. This should help you figure out if you’re connecting with your target audience or not.
How does your brand stack up against the competition? LinkedIn allows you to select competitors to scope out, so you can compare followers and content metrics. After all, competitive analysis can help you figure out what you’re missing – and what you need to avoid.
Are your employees interacting with and sharing your content? This analytics section will help you “evaluate content quality and engagement with employee recommended content”, according to LinkedIn Help.
Social media analytics are crucial for creating relevant, impactful content. But if analytics just aren’t your thing, get in touch with us! We’re all about creating data-driven social media strategies and content.