LinkedIn recently launched a new analytics tab for the company pages that can be quite helpful if you want to understand your page’s performance better and use it to drive prospects to your business. Even before LinkedIn launched analytics tab, it provided page insights for the company pages. However, the insights were not as detailed as the analytics and page insights are now. In fact, there are a few elements such as clicks, likes, engagement %, that are common to both analytics and page insights. It might be that eventually LinkedIn would combine these two and make one page, but for now, I thought it would be helpful for our readers to make a note of few metrics that can help them understand the useful metrics for their pages.
The analytics for your company’s updates are now more detailed – the metrics such as impressions, clicks and interactions were present even earlier in the “page insights”. But now, you can also see how many followers did a post acquire specifically. This is useful, if you decided to sponsor an update, a LinkedIn feature especially designed to help companies acquire followers. It is good to have the above analytics be provided for your updates, but in my experience, I have realized that it is important to view these numbers in the right perspective.
For example, engagement is a key factor that can give you a sense of how engaging your update was for your followers. Engagement is the number of interactions, clicks and followers acquired divided by the number of impressions. This is a good number to check, especially for the organic reach. However, if you sponsored an update, most likely your impressions for an update will increase significantly. Thus, if your clicks, interactions and followers acquired didn’t grow by same factor, the engagement for that post will go down considerably. So even though the engagement was quite high for your organic reach, it might now be quite low in the order. Therefore, it is important that when you compare engagement of one update to another, you compare organic reach in one pool and the paid impressions in another.
Follower Demographics -
This is a very useful insight that is provided by LinkedIn, specially for companies that want to use LinkedIn to generate leads.
You can segment your followers as per seniority, industry, function, region and company size. This is a great insight to have and keep in mind when creating content for your company page updates. Say for example, you find that the maximum number of followers are employed in sales function and work with companies of size 50-200 that are operating in computer software industry. Then, you might want to post interesting facts that software marketers would find interesting.
It is also important that you visit these statistics frequently, as it is not uncommon to have the followers demographics change with the growing follower base for your company page.
Reach and Engagement -
In the new analytics tab, LinkedIn has made it easier to differentiate the organic reach and engagement from the paid ones, something that I had warned about in the “update”section above.
As you can see, the sponsored and organic traffic is very well differentiated in the above graphs, making it easier to compare apples to apples. Reach is also an important indicator of whether your followers saw your updates at all. Both reach and engagement are important factors that can help you construct your company updates better and engaging, which in turn will help you acquire more followers.
While these tools have come a long way from the time when the page insights started, but I feel these analytics have still a long way to go in order to help the business pages have a bigger impact. For example, it might be useful to see what time of the day does your updates get maximum impressions, something that has been introduced in Facebook insights recently. We will keep you updated as we move further in this journey and get better analytics built around LinkedIn pages.