How to use social media analytics – LinkedIn Analytics
LinkedIn is the biggest B2B social platform in the world, with millions of users across the world.
Being able to understand and interpret the data from your LinkedIn Company Page and your marketing will mean you can make your output more efficient and effective.
Of course, it is a B2B platform as mentioned, so is most useful for those who market their services or products to other businesses. If you are a B2C brand, then LinkedIn probably won’t be a key focus for you.
If it is a key part of your marketing strategy, LinkedIn Analytics can provide basic metrics including likes, shares and comments as well as more in-depth stats such as visitor demographics, engagement rate and your metrics compared to similar companies. It’s laid out in a simple way, with three key sections. You can also export data from all three of these sections and filtering timeframes is possible for all. Hurrah!
So, let’s get stuck in.
First thing’s first: LinkedIn does have a couple of unusual ways of calling certain metrics. For example, an ‘update’ refers to a ‘post’ and a ‘custom button click’ is your main call to action at the top of your page (which is probably a ‘visit website’ button).
On page analytics overview
LinkedIn shows your past 30 day activity for unique visitors, new followers, post impressions and ‘custom button clicks’ on your main company page view, meaning you can always keep an eye on your key statistics. Handy.
To access your analytics dashboard, you just need to select ‘Analytics’ from the top of your company page.
This section simply refers to your company page visitors, unsurprisingly. It doesn’t directly relate to your content but can help support your content marketing strategy. If your content engagement is increasing for example, then you will likely notice an increase in visitors.
This shows a quick overview of the percentage change in page views, unique visitors and custom button clicks for the last 30 days. It’s useful for a quick look at how your latest content has fared, but you can’t change the timeframe here, so you’ll probably want to focus on the more detailed section below…
This is where you can filter the timeframe for any custom or set period you want. You can filter the chart to show data on page views (how many times your page has been viewed) or unique visitors (just individual visits rather than any same returning visitors) across all pages, the main company page, your about page and your careers page (if you’ve set this up for your business).
This can be very useful when it comes to understanding if your target audience are visiting your page and even for identifying a target audience you may not have even considered.
You can view the job function, location, seniority, industry and company size of the visitors to your company page across a specified timeframe.
This could look different to the demographic of those who engage with your content, so we would advise taking both into consideration. Afterall, it could also include competitors keeping an eye on what you’re doing or people who find your page but aren’t necessarily interested in your product or services.
This is the key area for reviewing and improving your content marketing strategy, as it provides information on your engagement.
As with the visitors’ dashboard, this provides a very basic overview of your engagement across the past 30 days. It shows you quantities as well as a percentage change to the same period previous.
If you use one area in LinkedIn Analytics for interpreting and improving your content marketing, this chart and the table below it, should be it.
Here you can filter for any timeframe to show metrics for impressions, unique impressions, clicks, reactions, comments, shares and engagement rate.
When used in conjunction with the update engagement section below, this is very powerful for recognising the types and subjects of content that your followers find most engaging, as well as any key days or times that content is more likely to be consumed. It’s also great for tracking how much your content is being seen and engaged with over time.
If you’ve been working on improving your marketing output but aren’t seeing an upward trajectory on your engagement and impressions, for example, then it’s worth taking another look at your strategy.
Here you can view the engagement for individual posts. This is ideal for analysing and reviewing specific pieces of content and how successful they have been. The CTR (click through rate) and engagement rate are great for identifying which posts (or ‘updates’) have been most effective.
A higher CTR and engagement rate suggests more effective and engaging content.
Identify the reoccurring trends of your best performing content to help refine your content marketing strategy.
Again, this one is self-explanatory and simply refers to the analytics surrounding your followers.
This highlights your total followers and number of new followers in the past 30 days with a percentage change compared to the previous 30 days. Good to keep an eye on in case there have been any drastic changes in the past month, but again, the chart below this is probably more helpful in tracking followers over time.
The timeframe can be filtered how you want on this chart, as with the others, and simply shows your new followers.
Our slight bugbear here is that it doesn’t track your total followers to help unfollows too, but you can still use this to support your content analysis by tracking any key dates that you may have gained a significant number of new followers. What content or ‘update’ encouraged this to happen? You might want to consider doing more of it!
Here you can view the individuals who have followed you and the month that they did. This is useful for identifying target audiences as well as potentially building relationships with those who are seemingly invested in your company. Why not connect with those who you feel might be interested in your product or services?
This data works the same as the visitor demographics chart, however, it’s for followers rather than just visitors. It therefore showcases quantities and percentages of follower location, seniority, industry, job title and company size.
We would argue that this data is more targeted as people who follow you will be more invested in your company than those who may have just taken a look at your page.
Use this data to confirm your target audience, to identify new and to track whether or not your content is speaking to the right people.
Companies to track
This is a great tool that you don’t see across other social media platforms. It highlights what LinkedIn considers as ‘similar companies’ to yours that are worth monitoring.
You can even see these companies’ total followers, new followers, number of updates and engagement rate.
Review who stands out and find out why. What can you learn from them to improve your marketing and results?
LinkedIn Analytics provides some great data for interpreting how effective your content is.
Our favourite things about LinkedIn Analytics include the engagement rate, the fact that you can export data from any dashboard you are on, can easily filter timeframes to almost anything you want and the follower and visitor demographics.
Drawbacks include not being able to compare data over specific timeframes, unfollows not being easily tracked and some of the terminology used.
Focus on update metrics, update engagements, follower demographics, visitor metrics and companies to track for refining your content marketing strategy.
Still have questions or require support with your social media and content marketing strategy? We can help. Contact us at firstname.lastname@example.org or 0115 88 00 181.