LinkedIn Post Analytics...

LinkedIn have been tinkering with the post analytics and it got me thinking...

What actually matters?

Now before I go into impressions, views and likes, I want to first of all address the following

Vanity metrics vs Sanity metrics

As we continue to grow our Personal Brand on LinkedIn as well as navigate our way around other social media platforms, we can often get sucked into the world of views and followers

What's worse is we then start to compare ourselves to others who seemingly get more followers, views and engagement

This then sends us down the rabbit hole...of Imposter Syndrome and we start to compare our step 5 with their step 10. We start to create a story in out heads about how we aren't good enough, popular enough, important enough (you get the gist). That's what happens when we focus on VANITY metrics

What we should be doing is focussing on SANITY metrics. Because your engagement on LinkedIn can be entirely based on your audience & their online behaviour, times they're on as well as the stickyness of your content and when you started becoming consistent. You may only get a few likes or comments but those few lead to business

Whereas others you see getting thousands/millions of views - may literally getting ZERO business.

So remember, LinkedIn are full of lurkers and the behaviour of the LinkedIn audience can be different from those on other platforms - even when it's the same audience.

Infact, stats I read not too long ago stated that 90% of people online are lurkers...

But the more consistent you are, the more you will grow your Personal Brand and the more you will become memorable.

Now that we have dealt with that, let's discuss recent LinkedIn analytic changes

Previously, under your posts, you got to see how many VIEWS you got on your post. To me, views equals number of people who have intentionally 'viewed' your posts.

Now you will see, under activity posted by you, views have changed to IMPRESSIONS. Impressions is 'The number of times your post was displayed on screen'

So which one's better?

When you're running paid ads, it's important to measure impressions - against metrics like clicks for example. And it also tells you how many times your ad was shown in a feed which is key when you're paying for it to be shown

But does it give you much value - for organic content

Not in my opinion. I don't care how many times it was 'displayed' as I care more about how many people viewed it. As the latter tells me whether my post was engaging enough for people to view it.

For me personally, impressions becomes a redundant metric when posting content organically.

Now maybe, LinkedIn's algorithms work in a way that the more engagement you get on your posts, will then increase the number of impressions. However, given what we spoke about at the top, if a huge majority of individuals are 'lurkers' and perhaps love your content but may not engage with it, then this messes it all up

Because if there is less engagement, this will lead to less impressions which in turn leads to less views - despite your content being great.

?? So I would love to have your opinion on the above...

What do you think about the new metrics around IMPRESSIONS.

Useful or not? Or do you prefer VIEWS?

Credit where credit is due. I am loving the more detail around the analytics and the time frames which they have added. So there are definitely some awesome improvements. But I also question...

Do we need to FIX something that's not broken? ???

Let us know your comments below ??

Until next time

Dee xox