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How to measure the impact of your LinkedIn activity

At a recent business lunch I was chatting to a management consultant who I’d just met. He was keen to know the value of LinkedIn for his business and mentioned he spoke at many conferences, wrote a regular Op-Ed article for an industry client but only posted on LinkedIn around 4 times a year. He wondered if this was enough and what else he could be doing on LinkedIn. 

In response to his question I shared the story of one of my client’s own experiences with driving traffic to his LinkedIn profile. This client’s name is Matt and he is the pioneer of social enterprise in Australia and was heading to a global social enterprise conference in Scotland to deliver a keynote. He was keen to know how to leverage LinkedIn during his time in Scotland so we provided our 12 Tips for Leveraging your Attendance at Conferences and Trade Shows on LinkedIn. The Management Consultant nodded thoughtfully as I shared this story, but still looked perplexed as I talked about ‘driving traffic to his profile’. He then asked me, “Yes, but how do I measure this LinkedIn traffic and how do I know where it’s coming from?”

Today’s article answers this question and helps those of you are yet to familiarise yourself with some of your LinkedIn Profile analytics and are interested in learning how to better measure the impact of your LinkedIn activity. This will be especially helpful if you’ve decided to be more active on LinkedIn, by posting LinkedIn articles and updates, but are not sure how to then create conversation starters with the connections who are engaging with your updates. 

How to see view of Your LinkedIn Post

To access the views of your LinkedIn posts click on Views of your post from the left hand side of your newsfeed, under the Who’s viewed your profile feature. 

This takes you to a full view of all your LinkedIn activity and is a section of your LinkedIn analytics I recommend you view weekly (put it in your diary!). You can see from the image below that LinkedIn allows you to view All your LinkedIn activity, your LinkedIn articles, your posts and any documents (including photos and PDF documents) you’ve posted via your LinkedIn profile updates.

How to view the analytics from your posts

I recommend you click on the Posts button and scroll down and first review the overall performance of recent posts in terms of total likes, comments and views.  Scroll down your post views and see how other posts performed before proceeding to the next step where we will dive deeper into the performance of an individual post.  In the image below the summary view of my LinkedIn posts shows this post received 20 likes, 5 comments and has 1136 views.

LinkedIn provides a deeper dive into these analytics when you click on the small graph feature to the LH side of the total number of views, and will give you a summary of reactions, comments, views and re-shares, then breaking down your audience in terms of organisation, role and location. 

This is when we reflect on the Management Consultant’s question and consider how do we measure our LinkedIn traffic and how do we know where it’s coming from? While the LinkedIn Profile analytics above go part of the way to answering this question, they also highlight that we are unfortunately unable to see exactly who’s looked at our updates. It’s at this juncture you will also start to appreciate the benefits of a paid or premium LinkedIn membership so you can take one further step to see Who’s Viewed Your Profile beyond the first 5 LinkedIn members LinkedIn lets you see with free membership (assuming your profile is not in anonymous mode). However, just because someone’s scanned your update as it’s come through their LinkedIn newsfeed does not necessarily mean they have also looked at your profile.

Using the LinkedIn analytics to develop a circling strategy

With LinkedIn showing us the name of the organisation and the location of the LinkedIn members viewing our updates, it’s time to do some sleuthing. In the cases of the organisations, you need to do a quick search via LinkedIn and type in the name of these organisations (one by one) to review your 1st and 2nd degree connections at these organisations. The larger the organisation, the harder it will be to assess which connection from this organisation has possibly looked at your profile, but the title and location is also a handy guide and can help you refine your search.

When I work 1:1 with clients, I share the idea of developing a Circling Strategy to attract, acquire and engage with their potential clients and referrers on LinkedIn. Here are some examples of how you can use your post analytics to do this. I have done my best to explain this as clearly as possible but expect it may raise some questions about the difference between 1st and 2nd degree connections, which LinkedIn answers well here.

When conducting the search, your sleuthing will lead you to 1st degree connections who you haven’t reached out to for a while. Given they may have viewed your recent update, this may be a good time to send them a personalised message checking in to see how they are. Do you tell them you’ve sleuthed that they are looking at your content? I’d hold back and seek comfort in the knowledge you may be ‘top of mind’ for them at the moment because they’ve seen your update in their feed. Focus on the relationship you have with them and check in at a genuinely meaningful level to start a relevant conversation. I’m not suggesting being sale-sy. Instead, imagine you’re in a room with them and are just saying hello and checking in how business is performing for them at the moment.  Take some time to first view their profile and LinkedIn activity ato help with possible conversation starters for your LinkedIn message and make sure your message is personalised and relevant. No saved scripts and cut and pastes!

In the case of 2nd degree connections who may have been eyeballing your content, you can guesstimate who they might be by viewing the list of employees, titles and locations for the organisations listed in your analytics. View their profile so they see you’re looking at them. If they publish LinkedIn articles or post LinkedIn updates that are relevant to your newsfeed, you may also like to follow them or like / comment on one of their updates. Remember – this is a slow dance and we are playing a longer game on LinkedIn. It’s about building relationships and adding value. The less transactional you are at this stage the better. There are not many people who like to be directly sold to on LinkedIn (or anywhere else for that matter!).

Should you then reach out to these 2nd degree connections and invite them to connect? This is a much debated topic. I say no, be patient. Others say that, with a well crafted InMail, then that’s exactly what you should do. 

I will leave this for you to ponder as you head over to LinkedIn and do some sleuthing!

This post was written by Karen Hollenbach, the founder of Think Bespoke

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