Are you obsessing over Engagement metrics, believing it equates to Success?

In today's social media-driven world, it's tempting to equate success with the number of likes, comments, and shares your posts receive. LinkedIn, despite being a professional network, often falls victim to this mindset. Many individuals obsess over engagement metrics, believing that high engagement equates to success. However, the truth is that you don't need to spend your time worrying about whether people are engaging with your posts on LinkedIn. Here's why.

The Myth of Engagement

Let's get one thing clear: engagement does not necessarily translate to success. Yes, having your posts liked and commented on can feel validating, but it doesn’t guarantee business growth or meaningful relationships. In fact, some of the most successful stories on LinkedIn come from those who focus on building genuine connections rather than chasing engagement metrics.

Take, for example, top business leaders and entrepreneurs. Many of them have cultivated thriving businesses through relationships built on the platform, not merely by seeking engagement. They understand that while reach can be beneficial, it’s the quality of connections that truly matters.

The Engagement Game

If you find yourself falling prey to the noise of seeing posts with lots of engagement, stop right now. Many play the game of "you comment on mine and I'll comment on yours" for reach. While this might seem like a great tactic for increasing visibility, how many people commenting are genuinely investing in each other? The reality is, very few. The focus often shifts to quantity over quality, which can dilute the value of your network.

Why do you think those who are truly successful have tight-knit circles?

They aren't seeking validation from the masses; they're seeking those connections and support from a trusted few, which are essential for true success.

Building Real Relationships

Instead of chasing engagement, use your time wisely. Dedicate parts of your day to truly navigating the platform to find what or who you are looking for. Whether it's individuals or companies, take the conversation off the platform and start cultivating relationships through direct messaging and emails. This approach is far more effective in building meaningful connections and driving business growth.

For instance, I receive numerous messages on LinkedIn saying, "Glenn, your content is amazing, more people should engage. Do you want me to show you how?"

The reality is, I'm the one getting paid to speak internationally, working on my second book, and seeing continuous growth in my business through genuine connections and credibility built over time. A quick Google search on those reaching out to pitch without even establishing a relationship says it all.

The Power of Authenticity

There's nothing wrong with aiming for reach or engagement. Social media can be a powerful tool for visibility. However, before the advent of social media, people built incredible businesses through real-world connections, and they will continue to do so regardless of LinkedIn's engagement on your posts.

Focus on authenticity. Build your network by being genuine, providing value, and fostering real relationships. The true measure of success isn't the number of likes or comments but the impact you have and the quality of your connections.

Three Tips for Building Meaningful Connections

1. Quality Over Quantity: Prioritise building a smaller number of meaningful connections over a large number of superficial ones. Engage deeply with your network and provide genuine value.
2. Take Conversations Offline: Use LinkedIn to identify potential partners, clients, or collaborators, and then move the conversation to a more personal level through direct messages, emails, or meetings.
3. Be Authentic: Share your real experiences, insights, and value. Authenticity attracts genuine connections and builds trust, which is far more valuable than fleeting engagement metrics.

Remember, the true power of LinkedIn lies in its ability to connect you with like-minded professionals and opportunities. Don’t get caught up in the noise of engagement. Focus on building real, valuable relationships, and success will follow.

glennmarsden.com