Week 46: How to Perform LinkedIn Audits Like a Boss: Posts, Ads & More!

LinkedIn audits are essential.

Beyond helping you determine if you're being efficient with your marketing they also serve as a great way to figure out the pulse of your prospects.

By being able to track what works and what doesn't you're able to create campaigns that are flexible, agile and efficient, campaigns that address the needs of your prospects and continue to add value.

It also helps your team take a step back and assess their progress.

A quick check in if you think about it.

The bottomline is, you need them.

However, performing a LinkedIn audit can seem daunting.

There are a lot of things to consider and sometimes looking at one data point isn't enough to make a good assessment.

You need to look at your data from different perspectives, take into account the current state of the market, internal efforts and how different stats are linked with one another.

In this week's newsletter, we're including an excerpt on one of our guides on LinkedIn audits that you can read in full on our site.

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How Often Should I Be Conducting LinkedIn Audits?

You can't conduct LinkedIn audits every week, it takes up too much time and you might get caught up in what we like to call "analysis paralysis" and that's just terrible.

We advise doing LinkedIn audits at the end of every month.

You can add it to your other audits such as your Facebook ads audit so you can start each month with fresh campaigns.

Another option would be every two months but remember you won't be able to analyze trends quickly with that approach.

At the very least you should be doing it every three months/quarter. Then, a general audit by the end of the year for good measure and to end the year right!

Auditing Your Organic LinkedIn Posts

The most important audit that you should be doing on a monthly basis is on your organic posts on LinkedIn.

These posts determine your organic reach and how your audience is reacting to your voice on the platform.

A LinkedIn audit of posts also tells you if people are actively engaged with you.

Now there are a number of factors that you have to take a look at when you audit your posts.

First Steps

Prep a spreadsheet so that you can list down the following items below and make notes on the content.

Number of Reactions

Take note of the number of reactions that you're getting for each of your posts.

Remember, LinkedIn supports six types of reactions: "Like", "Celebrate", "Support", "Love", "Insightful", and "Curious".

If you want to do a more granular audit, count your "Like"s and everything else separately. A "Like" on LinkedIn is easy to give since it involves one click/tap, but the other reactions require the engager to spend more time on the post.

We often give a higher value to posts that have a higher count of everything else apart from "Like".

Number of Comments

What's a better barometer than reactions?

The number of comments.

Comments are one of the driving forces of LinkedIn virality because it means that people were so engaged with the post, that they wanted to take the time to react to it. Naturally, if people are spending time reacting to a post LinkedIn wants it in front of more people so that they can keep them on the site.

There are different levels of comments.

Just because one post got a lot of comments doesn't mean that it's the best that you have out there.

Check out the comment length and substance.

This should give you clues on what types of content you're producing that people like.

Number of Shares

A lot of social media platforms have been taking shareability as a massive indicator if they're going to show your post to more people.

One good example is Facebook which reportedly tweaked its algorithm to make sure that posts that are shared in the second degree – shared after they were shared – are rewarded.

Shareability is a great metric to look at because it means your post was engaging enough that people made a conscious decision to include it in their own feeds.

However, not all posts that perform well have a high number of shares, there will be some posts that people will resonate with but only get reactions instead.

Number of Views

The number of views you're getting for a post is a massive indicator of how much your post resonated with your prospects that LinkedIn just had to put in front of more eyeballs for it to be appreciated.

It's one of the fi...

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>> I want to learn how to do LinkedIn audits <<

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