LinkedIn’s Publishing feature has become a popular way for professionals to share their insights and begin positioning themselves as a thought leader.
For organisations using this feature as a publishing channel to build interest and profile for their brand through content marketing, LinkedIn has now introduced analytics to see how their posts perform.
Analytics are available for posts stretching back six months, including a performance summary of views, likes, comments and shares – providing insights into patterns of visit behaviour. Marketers can also see which LinkedIn members have engaged with content.
LinkedIn’s analytics feature also provides detailed demographic information, including industry, location and job title of readers, and traffic sources. Users can also send messages to readers directly from the analytics page, if they are within their network.