Update: LinkedIn now provides more detailed metrics on Who’s Viewed Your Posts, accessible via Who’s Viewed Your Profile in the header navigation on the site.
As they announced earlier in 2013, LinkedIn has been trialing a new reach metric for personal status updates called “Who’s viewed your updates”. This is great news for anyone using LinkedIn for marketing.
For anyone who uses LinkedIn as a marketing channel – and that ought to include every B2B marketeer and quite a few B2C – the platform’s lack of useful insights has long been a hinderance. Without being able to measure the reach of posts you make, it’s very difficult to make a case for the awareness-raising value of using personal status updates to promote activities, products or services.
Sure, you’ve been able to measure the reach and impact of content shared through Company Pages, but most Company Pages are still little more than recruitment notice-boards – meaning you don’t get the quality, in terms of Followers, that your senior executives are likely to have as direct Contacts. Those are the people you really want to reach.
This makes the new “Who’s viewed your updates” feature rather exciting.
Not only can you see who, among your direct contacts (1st degree/circle), has engaged with your update, i.e. liked, shares or commented on it – you can also see the number of contacts who have seen your update. I’ve found this tends to be around 10% of my contacts, which I think is pretty good.
You can also see who, among your 2nd and 3rd degree contacts has engaged with your content and the number of people who have seen your update – which effectively gives you a picture of the word-of-mouth spread of your update.
So why is this exciting?
Knowing who has engaged with your content gives you, potentially, a list of leads (or at the very least, a reason to connect on LinkedIn). Knowing how many people engaged with your update gives you an indication of the popularity of that content – which you could use to hone future updates. And of course, knowing which of your contacts shared your update and how that impacted on your reach might help you to identify influencers within your network which whom you could cultivate better relations.
Of course, it’s still just a snapshot and involves a manual process of reviewing the numbers – but at least we now have the numbers. Developed in a systematic way, this could be the key to leveraging the power of your closest communities (i.e. staff, partners, board etc.) to increase awareness of your products and services. Useful indeed.