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LinkedIn is the world’s largest professional network on the internet and therefore used by many people all over the world and is especially useful for B2B companies. There is no lack of data sources from social media. Each page offers a view of different metrics and you can use second parts that show them as well. The difficulty is therefore not to get the data, but to sort out which data to use and how to use it.

In a recent global study, done by HootSuite and Harris Poll, it was found that organizations know social media data has direct value to their bottom line. But actually turning the data they collect into something actionable was another story. In fact, 60% of businesses struggle to use social media data to improve company revenue.

 

The first part of this article will be an introduction to how to find your analytics on LinkedIn. After this, we will go into three specific cases, that can be used to set goals on social media marketing. 

How to view your data on LinkedIn

In this section we will describe how to access data about your Linked-In page.

When you enter Linked-In, you will first need to open the admin view for your company’s Linked-In. This will first open your news feed for your company.

In this view, you will see side bar to the left like the one on the left of this paragraph. This sidebar gives you a short look into your page’s statistics. It shows these as a change during the last 7 days. On this you will see; number of new likes, number of comments, number of shares and number of new followers – during the last 7 days. Aside from a direct number it also shows you how much this number changes the amount you had before the last 7 days.

To be able to see more data, you will need to press the link at the bottom saying “View more analytics”. This will take you a different page that shows you more of the metrics about updates to your Linked-In page.

To enter this page you might also click the “Analytics” tap at the top of the page and then choose “Updates”.

This page shows you any updates that there has been to your Linked-In page. You will get a few of the important numbers, a graph and statistics surrounding your company’s updates on Linked-In individually.

You can also press “Analytics” at the top of the page to see metrics on users and followers.  On these site you can get to know who follows you and who visits your site. By this, you see which people you are reaching now. If they are not the ones that you want to reach, you might want to change your marketing strategy or your persona.

In the next section we will go through some of the uses for Linked-In as a base for a goal in your company. Some of the simpler ones, like followers or number or number of posts, will not be a part of this article – instead we will focus on the more complicated ones.

Click count

You might be spending a lot of money or time on getting your content out on Linked-In, but if this is just scrolled by it is wasted. That’s why you might be interested in how many people are active viewers or readers of your content. As you cannot measure if people are actually reading your post, the best metric to use, when you want to know if your posts are bringing about an action in the visitor is to count how often they click on something related to it.

 

How is this number made?

Linked-In counts how many people click in the area of where your post or ad is. This is showed as the click count and represents everything visitors might click on – link, your page or “read more”.

 

Which actions can I set to improve this?

When you have set a goal to reach a higher click count, you need to also set up some actions to reach it if you want it to be effective.

Since Linked-In counts all clicks in the click count you might also not just evaluate on the number itself, but what it represents. If your posts are over 150 characters the click might be “Read More” as well as links and your page. Although you are interested in people reading your full post, you might be more interested in having them go to your page. The balance is to make the text on your post so interesting that you capture the reader, but to also leave out enough to make them click the link or to your Linked-In page.  Our recommendation is to keep your text in the updates under 150 character so that your costumers do not have to click “Read More” and this number then shows how many click to read more about you or your content.

As always when setting a goal remember to set a deadline. People work more efficient when up against a deadline and after it has past you will get a presious opputunity to reevaluate and set new goals based on your experience.

Engagement rate

LinkedIn Engagement is the ability of a product, brand, blog, company or even yourself to keep a stable relationship or commitment with your clients.

Engagement on Linked-In is defined as “How many times members clicked, liked, commented on, and shared your content in both organic and paid campaigns, as well as the number of followers acquired through paid campaigns”.

How to calculate the engagement rate

Linked-in engagement rate calculates at which rate people who see your add engages with it. Engagement means any kind of interaction the reader might have had with your post; like, share, comment or click. There are many different ways to calculate engagement rate and the most important thing is to be consistent. You might also think about which kind of engagement is valuable for you.

Here is one way to calculate engagement rate, which is the same as LinkedIn uses to calculate it:

\(EngagementRate = \frac{Likes+Shares+Comments+Clicks}{Impressions}*100\)
Inputting your numbers in this will return a percentage of how many interactions you got for each impression. If you do this for one specific post it will return the same number as you will see on the admin page called Analytics –> Updates in the far right of the column at the bottom.

Which actions can I set to improve this?

If you want people to engage with your content you need to make engaging content. This can be done in individual post, by encouraging people to comment or click on your content. It can also be done in the long run by setting a tone that says that you listen to your readers and try to help them as much as you can.

demographics

You might want to angle your social media effort towards a certain set of people – a specific demographic. Since Linked-In already knowledge about users professional life, they offer you an insight into who visits your site or who follows you – depended on industry, title or seniority.

You might take a look at this to see who you are reaching as is and evaluate if that fits with who you want to reach.
Say you have been targeting people working in marketing, but you want to start reaching a new set of potential costumers. Going to see your follower demographics you might see that most of your followers are indeed from marketing, but you do have a small following in graphics design, so you decide to put and effort into reaching this industry. Your goal for this might be that your followers should be at least 25% from the graphics design industry.

 

How is this calculated? 

LinkedIn uses the information they have from the users’ profiles to put them into categories. These are made anonymous and registered whenever they interact with your content. 
A percentage is calculated depended on the filters and variables you have set. 

 

Which actions can I set to improve this?

To reach a goal of changing your demographics can be done in different ways. One way is to use targeted advertising, where you choose which people you want to reach. 
Another and more lasting way is to make sure the content you are providing is relevant for the demographics you want to reach and not just the audience you already have. If you want to reach graphic designers, but not disappoint you marketing followers think about ways to join these two – “Which graphics work better in paid ads” “Graphics depended on social media site” or “Different demographics’ taste in graphics” are just a few ideas. 
Another way to reach a new following is to use hashtags that are relevant for the following you want and to tag people you have been working with in that industry. You might even want to partner up with someone. Try to find someone who has the same interests, but not direct competition. 

These are just three suggestions of how to use data from LinkedIn to set and track goals. There and many more ideas, you can read more on setting goals here

To make your own equations you can either just use some of the many variables that LinkedIn offers or decide to mix data from different sources. You might want to measure on followers on all social media, engagement across sites or something different. On the right we have put a list of numbers that you can get from LinkedIn to inspire you to make your own goal based on LinkedIn data. 

If you have ideas or comments please contact us either on contact@cobraid.dk, on social media or in the comment section below. 

Ideas for variables

Impressions

Followers

Comments

Shares

Likes

Clicks

Updates

Engagement

Visitors

Page views

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