Firstly, to find the analytics, go to your company LinkedIn page. You will see that across the top there are the headings ‘Home’, ‘Services’, ‘Insights’ and ‘Analytics’. Click on 'Analytics’ and all the figures you need to look at are on this page.
At the top of this page, the first analytical figures you will see are for your updates. All of your updates are listed, starting with the most recent ones. For each post, it shows you:
· Audience– this shows if your updates were shown to all your followers or whether they were targeted
· Sponsored– this shows which of your updates were sponsored
· Impressions– how many times the update was seen by a LinkedIn member
· Clicks– the number of clicks on your update, company name or logo
· Interactions– the number of times your update has been liked, commented on, or shared
· Followers acquired – how many followers you gained from sponsoring your updates
· Engagement – this is worked out by taking the number of clicks, interactions and followers acquired and dividing this by the number of impressions. It is shown as a percentage.
These figures allow you to see which posts were most popular with your followers and therefore allow you to better plan your company updates to get the most engagement and interaction on your page.
Reach and engagement
Below this, you will see the reach and engagement of your updates and you can change the data range of this, from just looking at today’s figures, or you can go right back until the beginning of the previous month. The reach shows how many times your updates were seen each day. The engagement shows how many times members clicked, liked, commented on and shared your updates, and the number of followers acquired.
Beneath this is information about your followers, showing the total number of people following your page. It also shows quite detailed information about who your followers are, and you can change the data to show seniority, industry, company size, function and whether they are an employee of your company or not. This type of information is really useful and can help you understand who is interested in your company and can therefore help you with the type of updates you post.
How you compare
Right at the bottom of the page is quite useful data, entitled ‘how you compare’, which shows how many followers you have compared to your competitors. This allows you to keep track of others in your industry and perhaps give you something to aim for. It also makes it easier for you to go to the pages of your competitors and see what sort of content they are posting, and how their followers are engaging with it.
I’m really pleased that LinkedIn has introduced all these great analytics, and I have heard that they will be improving on these again in the future. Have you used your analytics page yet? Let us know what you like about it, or what you would like to see improved....
By Sarah Laughran