We often get questions from our clients about how to effectively track their efforts on various social media platforms such as LinkedIn. After all, if you have put in the time and effort to create a content strategy, it’s important to know what content is performing best so that you can optimize it moving forward.

Here we break down the key metrics used to evaluate your presence on LinkedIn.

  1. Reach is the number of individual accounts who view your post. This does not count multiple views per account, only the number of separate accounts that view a post. As you post, it is important to pay attention to the day of the week and time of day for the various posts to see when your audience reach is the highest.
  2. Impressions refers to the number of total times that your content has been displayed on someone’s feed, regardless of whether the viewer clicked on it or not. In other words, the same viewer could see your post multiple times. This would increase the number of impressions when compared to the reach of the post.
  3. Engagement rate reflects the amount of people who interact with your post. This can be through reacting, commenting, or sharing. This can be calculated on your own through one of the following formulas or through a third-party app:
    • The first version is (total engagement ÷ followers) and this is a good easy way to calculate the quality of your customer base, however, it leaves out non-follower engagement.
    • The second version is (total engagement ÷ reaches), which is beneficial for gauging the quality of the post that was made, but impression frequency is not taken into account.
    • The third way to calculate engagement rate is (total engagement ÷ impressions). It’s always interesting to compare these rates to see if the engagement rate goes up the more someone views your post.

This data is invaluable to your company. It will allow you to effectively track what your audience is most interested in hearing from you. It will also help you determine what type of content to invest your time and resources into by seeing what performs best. Whether it is pictures, videos or shared articles, this will help you make your page an effective marketing tool for your company. If you are looking for help in building your strategy online, our team would love to work with you. Reach out today!