LinkedIn holds the position as the Professional social network, and it’s looking to solidify its standing with new analytics tools that prove social media marketing ROI for B2Bs. In a recent announcement, LinkedIn introduced an analytics platform that analyzes traffic and engagement on brands’ pages.
With these functions, marketers don’t have to guess whether their social content is reaching the right audiences and contributing to bottom-line results. Analytics provide marketers with insights on which posts drive the most clicks and engagement, monitor trends and determine which posts target the right audiences. The content analytics function even allows companies to see how their metrics stack up against competitors, LinkedIn explained in a video that covered the new measurement capabilities.
Brafton previously reported about a faberNovel study that likened LinkedIn to a dark horse, waiting to emerge as a leader in social media and news aggregation. With a large following of respected professionals sharing relevant web content about their industries on the site, the pieces are in place to make LinkedIn a leader in B2B connections and news consumption. If recent events serve as evidence, the professional network is making a play for brands’ interest. LinkedIn also recently added Sponsored Updates, which give brands more reach on the site by displaying their promoted content in front of target audiences.