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social media toolsDo you use LinkedIn Publisher?

Want to get deeper engagement from your posts?

LinkedIn Publisher now offers the ability to review stats for your published posts, which helps you refine messaging, target the right audience and directly engage with the people who interact with you.

In this article I’ll share how to access LinkedIn Publisher statistics and how to use them strategically.

use linkedin publisher statistics

Discover how to use LinkedIn Publisher Statistics to refine your marketing.

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How to Access LinkedIn Publisher Stats

LinkedIn Publisher is a powerful platform because it’s sticky. Your posts live on forever on your profile, and the content is searchable. It’s good for positioning yourself as an expert in your industry and sharing relevant information with your followers.

Your LinkedIn Publisher analytics show you how your content is doing, make sure it’s reaching the right people and help you connect with those who are responding to your posts. It’s great for content development and lead generation.

You can access your LinkedIn statistics in a couple of places: on your profile just above your posts and on your author page (the URL that’s associated with the page where your posts are listed). Click on See More, and then select a post to see its statistics.

linkedin publisher posts

Select a post to see its stats.

The three sections of analytics are See How Your Post Is Doing, Demographics of Your Readers and Who Is Responding to Your Posts.

Here’s a look at how to use each section to create more powerful content and increase visibility.

#1: Track Publication Trends

Go to the See How Your Post Is Doing section to discover if your posts are getting views. You can see your posts’ visibility for the last 7 days, 15 days, 30 days, 6 months and 1 year.

This analytics section also lets you view how many likes, shares and comments a particular post has received, as shown in the upper-right corner of the image below.

linkedin publisher post views

View your posts’ visibility for the last 7 days, 15 days, 30 days, 6 months and 1 year.

After you publish a post, keep a close eye on the activity for the first week. Often visibility increases on the second, third and fourth day. Therefore, if you’re writing a post that has a specific timeline (perhaps it relates to a project, product or webinar release), make sure you post it a day or two before you need people to see it.

Also, try posting on different days of the week and see if your results change. John White, a successful LinkedIn published writer, recommends posting at about 8 p.m. Eastern Time. Not only is this a good time to get views in Europe, but it’s also not too late for U.S. time zones to see your content.

It’s interesting to look at the long-term view also to see if there’s some correlation between trending events and the visibility of your post. For example, if your post on the latest Apple products gets a lot of traffic, you may want to write posts whenever Apple releases new products.

Build on any increased reach by resharing a popular post as an update on Facebook, LinkedIn and Twitter.

linkedin publisher post on facebook

Reshare your LinkedIn content on other social networks to increase visibility.

If you like to keep a close eye on your metrics, see if there’s a correlation between reshares and LinkedIn views.

#2: Discover Reader Demographics

Scroll down the page to see the demographics of your readers.

LinkedIn shows you reader demographics related to the top four industries, titles, locations and traffic sources.

Use the first three demographics (industries, titles and locations) to make sure you’re attracting the right audience with your content. For example, if your niche demographic is marketing and advertising executives, but your content is attracting job-seekers in software design, you’re probably using the wrong keywords and content.

Also check to see what other people in your field are writing about to attract the correct audience. Then reframe your content so it targets the right demographics.

You can always use LinkedIn Pulse to research what other people in your industry are writing about.

linkedin publisher posts in pulse

Use LinkedIn Pulse to explore what topics other people in your industry cover.

As far as traffic sources are concerned, it might surprise you to find out how people get to your posts.

  • If your posts are showing up on users’ home pages, they’re getting the equivalent of a Facebook news feed.
  • If the traffic source is from LinkedIn.com, you’re showing up in Pulse or your audience found you with a search.
  • If the traffic source is from your LinkedIn profile, the reader looked you up.
  • If the traffic source is from Google, your article is coming up in Google search results.

It’s always good to know how people are finding you.

#3: See Who Has Responded

The Who Is Responding to Your Posts section tells you the people who have liked, commented on and shared your post. Clearly comments and shares are the more relevant data.

linkedin publisher post engagers

See who likes, comments on and shares your posts.

Look through this section to view the people who engaged with your content, and respond to them.

linkedin publisher post engagement response

Reply to people who comment on and share your posts.

This section shows you the name of the person and their headline. You can click and respond to a first-degree connection. If the person is not already in your immediate network, invite him or her to connect.

The Who Is Responding to Your Posts section is also great for lead generation. Someone who took the time and made the effort to engage with your post in some way is likely to respond when you connect. It warms up the lead.

Make it a daily practice to briefly go through the engagement from your LinkedIn Publisher posts. Take the time to thank, respond to or fully engage with your audience in a private message. It’s a great way to have one-on-one communications with people who are invested in your content.

Conclusion

Publish on LinkedIn to get your voice heard and your business seen by a variety of potential clients. LinkedIn Publisher statistics allow you to see how your content is being received so you can adjust your strategy if necessary.

Use that information to create more directed, relevant content that helps you engage more fully with your network and increase exposure.

What do you think? Have you looked at your LinkedIn Publisher statistics? In what ways do you use the info you gather to improve your posts and reach? Please share your thoughts and recommendations in the comments.

how to use linkedin publisher statistics to refine your marketing

Tips for using LinkedIn Publisher Statistics to refine your marketing.

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  • Thanks for the detailed walk-through, Viveka.
    I agree that LinkedIn Publisher Stats provides some useful stats, but having access to more details like what time of day people read or engage with your posts would really help a lot.

    One question: Shares vs. likes on LinkedIn – what is the difference in terms of reach? They both flow in followers’ feeds, but I assume shares are more powerful. Is that correct?

  • linkedinexpert

    Hey Joakim – I think shares are much more powerful – the place better in timelines. Likes are – well – just likes :)) Not as visible. I agree with you re: refined stats too. My guess is that when they start with the Paid Posts (its just my guess that this is what they are leading up to) you will get more details….

  • I love LinkedIn publisher – I use it often to do research for my clients. I have also published and need to make it a point to do so more often. In your opinion, what is the protocol for publishing a previously used blog post on LI Publisher? BTW, great info!

  • I’m still a bit perplexed by how LinkedIn decides what moves around Pulse. I’ve been testing it out with some slightly modified versions of feature articles which are proven performers on my website, with little luck, but I had a viral post that was basically:
    “Hey, how does this new system handle infographics?”
    *Infographic*
    “Oh wow, really badly.”

    Metrics don’t matter too much until I work out why people are seeing certain posts in their feed and not others?

  • makes sense. Thanks for the clarification!

  • linkedinexpert

    Go for it! That being said, Posts that are longer (900 to 1400 words) tend to do better, So you might want to combine a few “Best ofs” add some quotes, etc. Also, see what is doing well in Pulse, and maybe customize your posts a bit to reflect what is popular. And you might need to change your image.. Are you a Social Media Society member Laurie? I am doing a training for them in 2 weeks on this 🙂

  • Thanks for the clarification – much appreciated. I have not joined the society yet, will take a look.

  • Hi Viveka – Nicely done as usual. I have a premium account so its hard for me to tell what is and isn’t generally available to everyone. Just wanting to know for clients if all of these stat capabilities are available without upgrading. Thanks!

  • I’ve never really used LinkedIn to promote myself and I think I should start doing it. Thanks for the read.

  • linkedinexpert

    Yup! Can you believe it? We’ll see for how long though 🙂

  • linkedinexpert

    Absolutely – its great for personal and company branding and promotion. (If you search for Stephanie Sammons in SME’s search box, you’ll find lots of great articles on how to do that!)

  • Enjoying the ride while it lasts. 🙂

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  • Always nice when the experts are also confused.