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  • John Callanta

How to use Linkedin Analytics to gauge your organic performance




LinkedIn is a powerful platform for professionals to connect, share information and grow their networks. For businesses and individuals looking to expand their reach, it’s important to understand how your content is performing on LinkedIn. That's where LinkedIn Analytics comes in. In this blog post, we’ll show you how to use LinkedIn Analytics to determine your social performance and identify ways to improve your content strategy.


What is LinkedIn Analytics?


LinkedIn Analytics is a feature that allows users to track the performance of their LinkedIn content, including posts, articles, videos, and more. It provides insights into how users engage with your content, such as the number of views, clicks, likes, comments, and shares. With these insights, you can understand what type of content resonates with your audience and adjust your content strategy accordingly.


How to Access LinkedIn Analytics


To access LinkedIn Analytics, you must have a LinkedIn account and a LinkedIn Page. If you’re using LinkedIn for personal branding, you can skip creating a LinkedIn Page. To create a LinkedIn Page, go to the LinkedIn homepage and click on the “Work” dropdown menu. Then, select “Create a Company Page” or “Create a Showcase Page” depending on your needs.


Once you’ve set up your LinkedIn Page, you can access LinkedIn Analytics by going to the “Admin Center” of your page. Click on the “Analytics” tab to view your page’s performance metrics.


How to Use LinkedIn Analytics to Determine Your Social Performance


1. Analyze Your Follower Demographics


The first step in using LinkedIn Analytics to determine your social performance is to analyze your follower demographics. You can view information such as their job function, industry, seniority, location, and company size. This information can help you understand who your audience is and what type of content they’re interested in.


For example, if you notice that the majority of your followers are in the marketing industry, you might consider creating more content around marketing topics.


2. Measure Your Content Performance


Next, you’ll want to measure the performance of your LinkedIn content. You can view metrics such as the number of views, clicks, likes, comments, and shares for each piece of content. This information can help you understand what type of content resonates with your audience and what content you should create more of.


For example, if you notice that your videos are getting more engagement than your text posts, you might consider creating more video content.


3. Analyze Your Engagement Rates


Engagement rate is the percentage of people who engage with your content compared to the total number of people who saw it. It’s an important metric because it shows how effective your content is at getting people to take action.


To calculate your engagement rate, divide the total number of likes, comments, and shares by the total number of views and multiply by 100. A high engagement rate indicates that your content is resonating with your audience and that they’re taking the time to engage with it.


4. Track Your Follower Growth


Finally, you’ll want to track your follower growth over time. This metric shows how many new followers you’re gaining and can help you understand the impact of your content strategy on your overall LinkedIn presence.


To track your follower growth, go to the “Followers” tab in LinkedIn Analytics and view the “Total Followers” graph. If you notice a spike in new followers after posting a particular piece of content, you might consider creating more content that’s similar.


LinkedIn Analytics is a powerful tool for understanding how your content is performing on LinkedIn. By analyzing your follower demographics, measuring your content performance, analyzing your engagement rates, and tracking your follower growth, you can identify ways to improve your content strategy and grow your LinkedIn presence.

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