LinkedIn is targeting businesses, brands and social media managers once again with a redesigned and expanded analytics section for Company Pages.
The new suite of tools, available to admins from the secondary menu bar located on each Company Page, is split into a number of different sections with the most prominent area at the top tracking recent posts.
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A huge amount of information is given to detail the engagement for each post, including the total number of impressions, clicks and interactions. Alongside the date it was published and a quick link to the post in question, it’s a pretty robust way of monitoring what type of content is most effective with a particular brand’s target audience.
By default the new analytics page will show all of the posts sent out over the last 15 days, although a drop-down menu in the bottom right-hand corner can be used to change the date range manually.
Nestled underneath is a a graphical overview of the performance of each update over time, split into impressions on the left and engagement on the right. Each line graph is split between organic clicks and those achieved by Sponsored Updates – a subtle nudge towards LinkedIn’s premium features.
It’s also worth noting that the filters on the right can be used to look at clicks, likes, comments and shares specifically too.
The revamped analytics section also covers follower demographics, split between job seniority and a number of other corporate-related factors, in addition to how they stumbled across the page.
For admins with key performance targets to hit – or those that just like to get competitive – an area at the bottom called ‘How You Compare’ will rank the Company Page against other firms in a similar industry.
LinkedIn has offered some basic Company Page analytics before, called ‘Page Insights’ and ‘Follower Insights’ respectively, but they didn’t offer the same depth and range of datasets available today.
LinkedIn still doesn’t hold quite the same influence as Twitter and Facebook for brands and social media managers, due to the types of users it attracts and traditionally lower engagement from users. The social network is slowly improving though – the ability to ‘like’ and create threaded comments on Influencer posts was rolled out earlier this week – in addition to business-focused features such as the aforementioned Sponsored Updates and the ability to reply to comments as the company itself.
The new Company Page analytics will be rolled out gradually to admins throughout the day.
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