[FAQ]

Hi everyone,

I’m trying to get more serious about measuring the performance of our content on LinkedIn, but I feel like I’m drowning in data. It’s easy to get fixated on vanity metrics like views and likes, but I’m not convinced they tell the whole story.

I want to know what metrics you all focus on to determine if your content is actually working. Are comments and shares more important than likes? And how do you measure if you’re reaching the right audience?

I’m trying to build a simple dashboard to track what really matters. What are the few key metrics you would tell me to focus on and why?

[Jeff Bullas]

That’s the right question to ask if you want to stop guessing and start strategising.

Short Answer: The most important metrics are comments, shares, and the demographics of who is viewing your content. These measure true engagement and audience relevance, not just vanity impressions.

A better way to think about it is that different content formats are designed to achieve different goals, and they must be measured accordingly.

The most harmful practice is building a strategy around likes and views, as these are the least meaningful indicators of success. First, for any text or video post designed to establish thought leadership, the number of comments is your key metric, as this shows your content was compelling enough to start a conversation. Second, when you share a high-value image like an infographic, the most important metric is shares. This indicates the content was so useful that people were willing to endorse it to their own networks. Third, and most critically for any format, you must regularly check the audience demographics in your analytics. This metric tells you if you are actually reaching the right people; high engagement from the wrong audience is a failed strategy, and this data is what you use to adjust the topics of all your future content.

Cheers,

Jeff

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