LinkedIn has launched a new analytics tool designed to help users gain insight into the impact of their paid and organic content on the social network. It generates a score, which is calculated by measuring “unique engagement,” which is gauged through social actions, and dividing that by your total target audience.
More specifically, Content Marketing Score measures member engagement with your Sponsored Updates, Company Pages, LinkedIn Groups, employee updates, and Influencer posts. And let’s not forget that LinkedIn recently announced it’s opening up its publishing platform to all users (as opposed to just Influencers).
LinkedIn also gives you recommendations about how to improve your score based on “different levers you can pull to give you more reach, frequency and engagement.”
Scores can be filtered by region, seniority, company size, job function, and industry.
“By tracking performance on a monthly basis, you get a powerful snapshot on how well you are engaging with your audience over time,” says LinkedIn’s Valter Sciarrillo. “With this knowledge, you’ll be empowered to upgrade your strategy to optimize engagement within your target.”
The company is also launching a Trending Content feature. You can find more on both of these features in LinkedIn Marketing Solutions.
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