Cómo analizar el contenido de la página de empresa de LinkedIn

How to analyze content on LinkedIn?

Analyzing content on LinkedIn is crucial to improving your company's digital strategy. While many companies underestimate the impact of the company page versus the personal profile, maintaining active content on both platforms can potentially engage employees, customers, and followers effectively. Find out how to optimize LinkedIn analytics data to maximize interaction!

Where to start with content analytics?

Before diving into the numbers, you should know that LinkedIn offers a number of analytics tools to measure the performance of your content. Within the content analytics section, you can filter data by date and export it for further examination. This functionality will allow you to understand how many reactions, comments and shares your content has had over specific periods, such as a fortnight.

What do the key metrics mean?

• Impressions: Reflect how many times your content was shown. Not to be confused with unique impressions, which represent the number of times a single person viewed the content.
• Clicks: These refer to clicks on posts, images or links. Clips on links are the most common, although you should calculate them excluding reactions and comments to get an accurate figure.
• Reactions and comments: These are traditional metrics that indicate how many likes and comments your content received.
• Interaction rate: Calculates the percentage of interaction with respect to impressions, providing a more holistic view of the level of engagement.

How to compare organic and sponsored content?

LinkedIn offers the option to analyze organic and sponsored content. This means you can study how your regular posts perform against those supported by advertising campaigns. By comparing the two, you get a broad perspective on which type of content achieves better engagement.

What do the stats say about specific posts?

Analyzing individual posts will give you clarity on what's working and what's not. Look at metrics such as:

• Post type: determining which format (text, image, video) gets the best response.
• Impressions and clicks: By comparing these metrics, you can identify posts with high interest, even with low reach.
• Click-through rate: A percentage value that can suggest the impact of the post.

One example mentioned above highlights how a post that directed traffic to free resources achieved a high click-through rate, evidencing its effectiveness.

How to improve the content strategy?

Based on these analyses, make adjustments. It may be necessary:

• Change images or text to make it more attractive.
• Publish at different times.
• Experiment with different types of content.

The key is to test and learn! Invest time in analyzing, optimizing and refreshing your strategies regularly using LinkedIn's data analysis as a guide.

Now that you have the tools and knowledge, it's time to review your own LinkedIn statistics. Don't forget that each platform and audience is unique; therefore, adapting and learning from constant analysis is essential to growing your online presence. Keep learning and don't hesitate to keep researching to keep optimizing!