What’s Your LinkedIn Engagement Rate?

(waiting to engage….with dinner)

 

I track my engagement rate for posts and articles that I publish on LinkedIn. I find that my engagement rate gives me a better idea of which content worked best, and what people want to see more of.

How I calculate my engagement rate

I take the total number of Reactions (what we used to just call “Likes”) + Comments + Rehares + New Followers + People Who Viewed My Profile, divided by the number of views.

I look at all these figures once my content has been out on LinkedIn for seventy-two hours. I typically publish around 8am on Tuesdays, so I just look at all these numbers on Friday morning at the same time. I include followers and people who viewed my profile over this time as almost all of the people who did so follow or view my profile did so based on reading my content.

Let me hit “pause” for a couple disclaimers here: you can argue that some of these types of engagement are better than others. I think we can all agree that a comment is better than a like, but what we will not be able to agree on is exactly how much better it is. Is a comment worth two Likes? Three? One a quarter? Combining all five works for me. You could come up with your own engagement consisting of just comments or comments and profile views. That’s fine. Just as long as you are consistent with it.

The second disclaimer is that yes, I understand that some people will engage in two and sometimes more ways with a post – they could comment on it, then go look at my profile and then decide to follow me. That’s fine too. I still count that as engaging three times because it is obvious that my content really struck a nerve with them.

So that’s how I do it. How do I use it?

Most of the content I use to publish on LinkedIn consisted of articles. Over time my engagement rate on articles has consistently been around twenty percent, that is if I have five hundred views, the sum of my reactions, profile views, new followers, reshares and comments will typically be one hundred.

What I am looking for is outliers, both good and bad. The outliers are always caused by one of two things.

The first is I wrote about an interesting subject, or I have a spin on a subject everyone already knows about, but in an interesting or novel way. The second is that I just happened to be on my game and wrote that article really well. It just came together, had all the elements like the subject line and call to action working, and just flowed.

Those are the good outliers where my engagement can get up to thirty, thirty-five or even forty percent, the ones that short circuit my schedule on Tuesday as I keep coming back to respond to comments, reply to messages from strangers, and look to see if there are people I want to reach out to myself that engaged with my content.

Then there are the bad outliers. The ones where I made a typo, went off track on tangents, forgot to add a call to action, had a bland subject line and in general just want to crawl under a rock because I know I am capable of better.

You need to be able to identify both of these types of outliers, and my engagement rate lets me do that.

Bonus idea: Like I said I write mostly articles, where my engagement rate is around twenty percent. For my posts, it tends to be around two percent or just under two percent, and so far for my LinkedIn newsletter, my ER is around eight percent. As I am the same person, writing about the same topics at the same day and time for posts, articles and for newsletters on LinkedIn, this has led me to conclude that one article view is the equivalent of four newsletter views or ten post views, because that is what it takes to generate the same amount of engagement. Your results may vary, but a handy idea to know.

The obligatory disclaimer: I do not work for or have any association with LinkedIn, other than being a user who pays them for his Sales Navigator subscription every month.

Want more like this? I publish three weekly email newsletters on LinkedIn for Sales, LinkedIn for Marketing and Advanced LinkedIn Strategies and Tactics. Each is typically a two or three minute read, free, and and you can unsubscribe anytime. Here’s a link to the sign up page: https://practicalsmm.com/contact/