Join Viveka von Rosen for an in-depth discussion in this video Measuring and improving on your metrics, part of LinkedIn Advertising Fundamentals.
- View Offline
- While LinkedIn doesn't necessarily have the best metrics for your personal profile of all the different social media sites out there, it does a pretty good job with its analytics and notifications for your company page. So let's take a look at that right now. The first thing you want to do, of course, is go to your company page, and there you're going to notice an Analytics and a Notifications link kind of the top-ish area of your page. So go ahead and click on Notifications, first, and you'll see that you get a great snapshot of what's going on, what's going on today, this week, and this month with your updates.
You're also able to filter your updates by likes, comments, shares, and mentions. So this is going to filter from the most likes, the most comments, the most shares, the most mentions, et cetera. And what I like about this, especially with comments, is that it allows us to more easily respond to the individuals who have liked or shared our company's content. Simply by clicking on the link, it will take you to the original post and to the person's response to that post.
And you can say something like, "Thanks so much, Michelle, "for sharing our content." It's pretty handy to have all that in one place. Now, just be aware, when you use this function, the comments on your posts come from the company page, not from you individually, and as I mentioned earlier, the other thing that it's going to let you see is what gets shared the most and liked the most. So, you know, do more of that. Let's take a look at, now, at your Analytics. The Analytics tab is a little bit more sophisticated.
So it's going to allow you to preview your posts. You can check out when you actually posted them, if there's something relevant that was happening at that particular date that might have driven more traffic. You can see who your audience is. Now, on LinkedIn, you've got all followers. Those are all the people who are following your company. You have targeted updates, and we talk more about that in LinkedIn for Business. But those are the people who are following your company that you can divvy down into more specific audiences, which is not the same as sponsoring.
Sponsoring is when you do that, but you pay for it and actually expand way beyond the followers of your company page. So you can see what kind of audience you have. Typically, we've been able to sponsor content right from this page, but, now, LinkedIn drives you back to LinkedIn.com/ads, but, you know, you know it's there. It'll tell you how many impressions, that's how many times, it's shown up in people's profiles, how many clicks or click-throughs that particular update has gotten.
Remember, these are all your updates not just your sponsored updates, so how many clicks through that your update has gotten, how many interactions, how many likes, shares, et cetera, how many people saw that update and followed your page because of it, and then what is the percentage of engagement from the people who see the content to the people who like and share that content. And, so, that level of engagement is pretty important for us. If a post organically gets a lot of engagement, does that make sense, then, to sponsor it, to pay for it to an even bigger audience? Yes, it does.
If you have something that you've sponsored and it doesn't get a pretty decent engagement number, then it might be time to actually turn that particular post off. So you can absolutely get a quick glance at how your regular organic content and how your sponsored content is doing and what you need to continue to sponsor and what you need to turn off from the sponsoring, i.e., turn off that campaign. Now, there's a couple other things that we want to look at here.
First of all, you can change the date range. If you've got a really active LinkedIn page, then you might need to see the updates just from today. You know, if you're IBM, you might need to see just today, or maybe just the last seven days. The default is the last 15 days, and then, of course, you've got everything from the last 30 days, this month, previous month, last three months, last six months. You get it. As you scroll down, you can also see the reach of your content, both the sponsored and the organic content, both the impressions it makes, as well as its unique engagement.
This is important to see if you're reaching new audiences with your content and whether that new audience is because you paid for it or if it's actually organic. Similarly, you can see what your engagement clicks, likes, comments, shares, followers acquired, and engagement percentages look like in graph form. So it's the same information that you have up here, but it's just in graph form. And you'll notice when you hover over it, you can actually see the percentage of growth.
It's also going to tell you things like how many followers you have and what your follower demographics are by seniority, industry, company size, function, whether they're an employee or not. It will show you your follower trends. Are you trending up, or are you trending down? Mainly, what we're concerned about when dealing with sponsored content is what's working and what needs to be improved upon. What I like about LinkedIn Analytics is it's all there in one place, very easy to see, and it gives you a great idea of what content is working for you.
A little later, we'll get into the metrics of all your campaigns, both sponsored content and text ads.
- Understanding LinkedIn ad options
- Budgeting strategies for Sponsored Updates
- Targeting text ads
- Targeting new audiences
- PPC vs. PPM big strategies
- Enterprise marketing with Sponsored Groups, Sponsored InMail, and Lead Accelerator