LinkedIn Metrics - Q&A Series: Clicks or Social Actions?

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In terms of LinkedIn metrics, is it more valuable to have more clicks or higher social actions?As your company page grows and you share new content every day, it increases the opportunities for others to find out about and interact with your page and its content on LinkedIn. If you are new to LinkedIn metrics, it can be confusing to decide which are the most important metrics but it's truly easier than it looks when you're staring at all the options.Luckily, LinkedIn’s Company Page Analytics breaks their data into three different segments to make it easier to digest – Followers, Updates, and Visitors. Followers represent just what it sounds like – an analysis of your LinkedIn Page followers. Updates cover the posts and links you publish in your LinkedIn’s newsfeed. Lastly, Visitors highlights metrics regarding members visiting your company page on LinkedIn.The most important question in determining what metrics to focus on is what do you want LinkedIn members to do?Do you want them to read the linked article? Leave a comment? Go to your website? Interact with others? Gain new followers?How you answer this question will determine which of the metrics matter most in your LinkedIn marketing efforts.


LinkedIn Metrics Analytics

Followers- Is your goal to gain a following so your content spreads? Total number of followers and organic follower gain are the two metrics to keep a close eye on, in addition to impressions and social actions. Acquired follower gains include followers you gain through sponsored content or company follow ads. This metrics is only of importance if you have ongoing paid promotions on the LinkedIn platform.


LinkedIn Metrics Updates

Impressions - This illustrates the number of times each update was shown to LinkedIn members. If people are seeing it, but are NOT clicking, maybe your content isn't relevant to your followers. Change it up, write about what people need to know about your business and industry, share helpful content.Social Actions – If building a community will be important to your business, this number will be too. Social actions encompass the number of times members have liked, commented on, and shared each update. The higher the number, the more individuals are engaging with your continent. These actions increase impressions, awareness, and the opportunities for link clicks.Clicks - This number will be important if you want people to click on the links you are sharing and gain website traffic from social networks. Especially, if you’re focusing on lead generation by sharing gated content.CTR – Click Through Rate percentages help determine how frequently impressions are clicking on your content. This is great metrics to determine which posts are driving the most clicks per impressions to your website.Engagement – This metric highlights the number of social actions plus the number of clicks and followers acquired, divided by the number of impressions. Essentially, engagement will give you the percentage of impressions that are actively engaging in your content, website, or page.


LinkedIn Metrics Visitors

Visitors – Want to know how many people are actually visiting your company page, career page, or all of your LinkedIn Pages combined, this is the data you should be viewing. It even breaks it down by device – mobile vs. desktop.There are so many variations of data that can be obtained using LinkedIn’s Company Page Analytics, social actions and clicks are just two. As aforementioned, if measuring how much the LinkedIn community interacts with your content, then social actions is a good place to start. If you’re seeking website traffic from your social strategy, especially lead generation, the number of clicks is a better metric to base your performance off of.There is an obvious difference between clicking on a link that leads to your website and clicking a link that leads to an industry article that a reader finds useful. The link that leads to your site may or may not result in a lead. A link that leads to another website could mean that you're sharing content that's helpful and engaging even if it's not your own.As with any measurement system, the metrics that will be important to your business are specific to your goals. Before asking which is most important, figure out what actions have the most value to your business and you'll find your answer from there.Originally published September 4, 2013, updated March 19, 2018[cta]

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