4 Linkedin Company Page Analytics Metrics you Should Be Reporting On
Written by Alex Embling
Dec 14 2015
Want to know how effective your LinkedIn activity is?
In this post we will introduce four basic LinkedIn company page analytics metrics and show you how to report them back to your CMO or Head of Global Marketing.
What are LinkedIn Company / Showcase Pages?
What are Company and Showcase pages? What's the difference between the two?
The official Company Page description from LinkedIn reads as follows:
"A Company Page allows you to learn more about a company you are interested in."
For a business, it's the opportunity to:
Tell your company's story
Engage with followers
Share career opportunities
Drive word of mouth at scale
For millions of professionals, a Company Page is a place to:
Explore companies of interest
Get the latest company updates and industry news
Learn about job opportunities
A showcase page on the other hand can be seen as an extension of your Company Page; these are designed to shine a light on a singular specific aspect of your business services under the umbrella of your company page.
For example, as a full-service digital marketing agency, showcase pages could be created for social media, paid advertising, web design and more.
Why Should I be Measuring My Company Page Analytics?
Beyond reviewing basic follower statistics, company pages provide valuable insight into your brand's engagement and reach with its community. They can:
Help you understand how engaging your individual posts are
Help you identify trends across key post metrics
Show you what's working so you can do more of it
Allow you to understand more about your follower demographics and sources so you can re-publish to these environments
Let you understand more about your page traffic and activity
Help uncover lead and personal connection opportunities
The better your insight, the more proactive you can be in enhancing your LinkedIn campaign for the better. So which LinkedIn analytics reports should you be focusing on?
Click on the "Analytics" link top centre of the page to access reports.
Report 1: 'Visitor' Company Page Report
In this report you can view details on general visitor statistics to your company page. Things to look out for in this report are spikes. Try and correlate the spikes to a published post then write more about that subject, or see if you did anything differently. In short do more of what is working!
Because of the data LinkedIn holds on all its members, valuable demographic analysis is available out of the box. Use the seniority drop down to assess whether the correct personas are visiting your posts. Are you getting the tone and pitch of your content right and attracting the correct potential purchasers?
Report 2: 'Follower' Company Page Report
As the report implies, a list of your followers are provided here. Beyond aiming to increase the volume of followers, ensure you spend time researching the new followers you attract. Once again, consider if these new follows are connection opportunities; do they fit your target personas? Ensure your company page manager routinely checks this and has a blueprint connection request email template ready to send to these potential prospects.
Report 3: 'Updates' Company Page Report
Similarly to correlating your visitor spikes to successful posts, then adapting actions to suit, in this report you can view details on the effectiveness of your updates to see what's working, and what's not.
The report provides a list of your most recent company updates and allows you to examine a range of metrics like:
Publication date. Think: are any particular days or times more effective?
Audience range (all or targeted). Are you targeting a specific segment? If so how effective are your updates?
Sponsored post. Was your update sponsored? Did it improve your reach? If your un-sponsored update was a little lacklustre, would promotion help?
Engagement, interaction, clicks and impressions. Again, review your updates to see which are most effective in line with your goals. If you're aiming to increase clicks, see which updates get the most and do more of whatever is working!
Followers. How many new followers did each update gain you? Can you repeat what you did in successful updates to gain more in future?
If your posts feel a little lacking, try experimenting with your update copy, images and review your content offers. Make sure everything is on-target to appeal to the audience you want to attract.
Report 4: 'Performance Summary' Company Page Report
Found under 'notifications' in the top bar, this report provides clear insight into the everyday engagement your Company Page receives as a whole. Reviewing this gives a top-level insight into the effectiveness of your page activity. You can see the number of likes, comments, shares and mentions your page has received within the past week or month, and catch up on any notifications you may have missed, like comments to reply to.
While you don't get as granular view here as with the 'updates' report, this page lets you keep track of your activity, and check you're moving in the right direction.
How to report back on your metrics
From the reports above, you have the information you need to inform your LinkedIn strategy.
But what's the best way to review your metrics, and how should you report your findings to your CMO or Head of Marketing?
A clear, easy way to do so, is via a Google docs reporting spreadsheet.
Allowing a clear month-by-month view our template:
Gives an actionable overview of your metrics
Clarifiies general Visitor statistics and demographic data for informed targeting
Lets you track follower statistics and establish relevancy
Makes reviewing and improving Company Updates simple
Gives a clear Performance Summary of everyday Company Page engagement