The Return Of Who Shared Your LinkedIn Article Or LinkedIn Post

The background

I have a rough “hierarchy of engagement” for people that engage with me and my content on LinkedIn. These people are important to me – and if you publish on LinkedIn, they should be important to you too. In order of how likely it is to engage them in conversation, and possibly connect, the hierarchy goes like this:

  1. Followers
  2. Comments on posts or articles
  3. People who share posts or articles and add an introductory comment
  4. “Naked” shares, that is people who share with no comments
  5. Who viewed my profile
  6. Likes

You can identify your Followers and Who Viewed Your Profile types, and Likes and Comments can be easily seen in association with any given article or post you publish. But aside from the odd oblique notification that someone shared your post or article – for example, someone shared my post and I received a “Someone liked a post that mentions you” notification – we were out of luck with respect to who shared our content.

The return of who shared your article or post

Late yesterday I got a note from one of my connections, Thom h Boehm

“Did you notice that you can now see who shared your posts again? It is nice to have that feature back. I actually did not expect for it to return!”

(hat tip and thanks to Thom. Shameless plug follows: Thom’s a great writer and publisher of articles on LinkedIn. If you don’t follow Thom already, go check him out.)

I would have discovered this new feature myself today, but not in time to write this article. Today’s regularly scheduled article on a trick to increase your InMail response rate by 30% will be seen at this same time next week.

How it works

So after seeing Thom’s note, I went to have a look. And indeed your sharers are back. When you click on the statistics icon – where it says number of views for your post or number of clicks for your article:

You then see an addition to the statistics screen:

The number of times your post or article has been shared is there. Clicking on that will reveal a list of people who shared your post. Each entry on the list is clickable so that you can go to their re-share of your content and see what engagement they got. But the important thing is you can identify the people who shared your content so that you can engage with them – in my case I like to thank people who  shared my content, and often that will lead to a conversation and a connection.  

A couple of observations:

  • so far, no real Notifications that “XYZ and four others shared your article / post”
  • some, but not necessary all, of the people who shared your post or article will be shown. The article I referenced in the screenshot above has been shared 51 times to date. Upon clicking, a list of 25 people shows up. My guess is we are not shown the people who shared our posts and articles to individuals and to groups.

So why is this important?

Engaging with people that engage with you is one of the best ways to meet people, build your LinkedIn network, and uncover business opportunities. And it is something most LinkedIn users seem to ignore. I get around twenty new connections every week that started out as people who discovered me through my content on LinkedIn. I have been publishing on LinkedIn for three years and have a sizable network, so those are important contributing factors. But I also  have a specific repeatable process for identifying, tracking, responding to, and engaging with the people who have taken the time to engage with my content. And people who share my articles and posts are an important part of that group.  

Thom’s right. This is a welcome return.

What I Learned About LinkedIn Profiles From Reaching Out To 2000 Connections

(skip the first paragraph if you have read any of the other three articles I have written about my 2000 connection research).

Background

A couple of years ago I had 1500 LinkedIn Connections. Then I started using LinkedIn Publisher and writing articles about using LinkedIn every week. And I started receiving connection invitations. Lots of them. Even accepting well less than half of them, I was adding fifty connections a week. Last year I realized that my connection network was made up of a lot of people I had connected with but didn’t know aside from reading their profiles. So I started a program of reaching out to my connections, sending individual personalized messages one at a time (I refuse to use that automated mass messaging crap) and inviting them to a 15 minute phone or Skype call to find out more about each other.  Over time I sent these messages to 2000 of my connections and wound up having several hundred conversations.

This is what I learned about job hunting and LinkedIn profiles

A lot of profiles are too thin

There are many LinkedIn profiles with no Summary and with Experience sections that consist solely of the title, company worked for, and years worked there. This didn’t surprise me though I don’t understand why anyone using LinkedIn wouldn’t want to add some detail about what they do in their job (are they ashamed?). But they are certainly not in some tiny minority in not fleshing out their experience sections.

A lot of people have way too many specialties

What I never realized and what did surprise me was the number of people who have profiles that are overrun with specialties.  In these LinkedIn profiles, the writer is paranoid about missing something so they list everything they “specialize” in. You know the ones I am talking about. The person who specializes in twenty different areas. Or thirty. And I am not talking about endorse-able skills, I am talking about discrete specialties in one long list, usually in the summary. They seem to be under the impression that they may lose out if they don’t list everything. Their profile becomes a catch all. And as an old advertising adage goes, “when you emphasize everything, you emphasize nothing.” A LinkedIn profile is a place to talk about what you are uniquely good at doing. And that’s because – whether it’s a new hire or a new supplier – companies want someone who specializes in something they don’t have already.

Here’s an example: you decide to start blogging. One LinkedIn profile says “Specialties: Publishing, Videos, Podcasts, Blogging, Slide decks, Webinars, Livestreaming, E-Books, Testimonials, Case Studies and Semaphore.” Another LinkedIn profile lists their specialty as: “Blogging, Just blogging.” All other things being equal, who would you call first?   

The idea here is that when you list a pile of specialties, people don’t think, “wow, he can do it all”. Instead they think “There isn’t anything special about this guy.”

I was surprised at how many people are quietly looking for better work

The passive job market is huge. There are a lot more people that would jump than you think. They are just waiting for the right offer. LinkedIn has this right. I was shocked (but I still reserve the right to despise the term “dream job”).

Regardless of how fabulous a LinkedIn profile is, it only tells 10% of the story

This was one of the biggest things I found from actually talking to people. When you talk to someone you find out what their real specialties are, and what they are really passionate about. What’s in their LinkedIn Profile is the tip of the iceberg. A lot of profiles list the things someone does on their job. A conversation tells you the things that really matter to that person. What fascinates them. The parts of their jobs that they really look forward to doing.

Someone will be a “content specialist” and on their profile they list all their tools and capabilities. Then when I talk to them they casually mention that what they are really good at and enjoy doing is writing for healthcare providers and medical device companies. They have some relevant background in this area that makes them particularly comfortable with the lingo and the way content needs to be written for that industry. And there was nothing about this on their profile. Not a hint. But after my conversation with them, I now  have a go-to content writer for healthcare and medical that I didn’t have before.   

So here’s your thought for today: if you haven’t talked to one of your connections in months, invite them to have a 15 minute call with you. When you get them on the phone, ask them what’s hot in their specialty area lately and how it is affecting them. Offer to help them. Offer to introduce them to someone in your network. They may not need your help right now. But you will know them better, they will know you better, and they will remember that you offered to help them.

And almost no one on LinkedIn does it.  

Deciphering The New LinkedIn “Weekly Search Appearances” Feature

There is a bar on your profile under your intro section and above your articles and activity section. It used to feature your profile strength, the number of people who had viewed your profile, and the number of views of your latest post or article.

Then last week I noticed that it had changed.

The profile strength has been truncated (that’s the blue star at the left end of the bar) and “Weekly Search Appearances” has been added.

Clicking on the number of search appearances results in this screen:

(the number of search appearances differs between my two screen caps as one was taken using last week’s numbers and the other for this week’s)

What this page appears to do is to provide you with some clues as to how well your LinkedIn profile is performing for you.

The statistics that LinkedIn provides show three things.

The number of times you showed in search results during any given week

While it is a nice ego boost to think I am showing up in a lot of searches, without any context I am not sure that knowing this number helps me much. That’s because LinkedIn quite helpfully does not tell us how a “search” is defined. Here’s a good example: if someone I know types my name in the search bar and hits enter, they find me. Does this constitute a search? And if so, should I be excited that I turned up in their search results?

And it would be nice to see how many of these search results that I showed up in actually translated into profile views. I am guessing not many because if the number was impressive, you would think LinkedIn would want us to know. I know my profile was viewed around 160 times in the past seven days…but how many of those came from searches as opposed to from posts and articles and other places?

And there appears to be a few bugs in the system. I took the screen capture at the top of this article on Wednesday afternoon, June 21st. It said I showed up in 867 searches for the week that ended June 20th. Later the same day (June 21st) I went back to check something and noticed I now had appeared in 940 searches for the week ended June 20th. How can that number still be going up today if the search period ended yesterday?

The statistics screen then lists the top places your searchers work

I am not sure what to make of this. Last week on my report there were three companies listed. This week there are two. Those two were both there last week too. WTF? (WTF of course, stands for “Wednesday, Thursday, Friday”). Apparently, over a two week period I landed in more searches performed by people at Oberlin College than anywhere else. How can that be? Does Oberlin College have a “Find Bruce Johnston on LinkedIn” course that I don’t know about?

Even if I put the nice people at Oberlin College aside, that leaves Intel as the next company. Now how can I use that information? Maybe I can send messages to my three connections at Intel asking if it was them. Or maybe I can send InMails to the 5,600 second degree connections I have at Intel.

So once again this information is interesting but not useful.

What your searchers do

Now this is data that helps. In my case, I show up in more corporate trainer’s searches than anyone else. And these are the type of people I want to meet so I know my profile is doing it’s job. If I was job hunting, I would hope to see Recruiters and Human Resources people as my top searchers.

What these statistics don’t do for you

They don’t tell you where you ranked in the results and that is a big deal. If you don’t rank highly in a set of search results then who cares? I regularly perform searches that get thousands of results. I don’t look at them all. When was the last time you performed a Google search and reviewed all the results? Okay then, when was the last time you performed a Google search and got even halfway down page one of the search results?

In a lot of ways, these statistics make me think of views you would get for a post on your LinkedIn Homepage screen.  A thousand views means it was on a thousand screens. But you don’t know how many people actually saw your post and then read it. In the same way, appearing in a thousand search results is nice. But it doesn’t tell you if the people searching even saw you in the search results, let alone clicked on and opened your profile.  

I just stopped writing for a moment, hopped on LinkedIn and did a search for people in North America. So congratulations, if you are a LinkedIn member and live in North America, you just showed up in my search results….with 118 million other people.

As it stands, “Weekly Search Appearances” gives us some useful clues, but not the whole story.