The LinkedIn metrics that actually matter
“Justin, what LinkedIn metrics actually matter?”
(hint: it’s not what you think)
1) Shares
(pretend I got David Attenborough to voice this section)
Shares are the most elusive creatures in the vast and tangled ecosystem of LinkedIn. They are a rare and cautious species, seldom seen, and never given lightly.
Quick, observe closely: when an individual chooses to share your content, they are not hitting an icon thoughtlessly.
They are performing a delicate ritual.
In the jungles of LinkedIn, reputation is everything. Credibility as a professional is won and lost at a moment’s notice, and a share puts that credibility on the line.
A share signals: “This content is good. It reflects me. It represents my judgment.”
If a share wanders to your network, appreciate it. It is not easily captured.
2) Quality Comments
When I say “quality comments”, I don’t mean a thumbs-up emoji or a “great job”.
(although those are nice to get)
A quality comment is when someone takes the time to engage with your content and leaves a thoughtful response.
Quality comments are key because…
a) they enhance your content
b) they show others you have a real audience that cares about what you have to say
c) they leave the door open for a conversation to start (between others or yourself)
3) Everything else
The other metrics can be thrown into this group: views, likes, etc.
Just because these numbers are grouped together doesn’t mean they aren’t important, though.
I’d say you should put 20% importance on these metrics because the vast majority of ideal fit clients in the B2B world don’t engage.
So your top clients probably won’t ever share your content or drop a comment.
But they will watch, sometimes they’ll like, and most importantly, they’ll buy.
It can be discouraging to look at your engagement and feel like, “Wow, my numbers are pretty low.”
But then one day you’ll hop into a sales call and hear, “Hey, I’ve been watching your stuff for a year. I really love what you have to say.”
So just because shares and quality comments are important doesn’t mean they’re the only metrics that matter.
Play the long game and don’t get caught up in the numbers early on.
About Justin
Justin is a marketing nerd. His gateway drug was in middle school when he and his buddies would make up brand names and draw logos for fun. He graduated with a B.A. in Graphic Design from UW Eau Claire. He then cut his teeth leading the marketing for a $4 million non-profit, moving them into the digital age with new channels and systems. He joined a $60M healthcare manufacturer as marketing team of 1, helping grow them to $90M in three years. Justin became a full-time marketing entrepreneur in 2018. He now enables founders to grow their pipeline and thought leadership through social media videos. Follow him on Linkedin here.
