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What gets measured, gets done: How to gauge success on LinkedIn

It’s only logical that we should measure our business efforts, right? As performance improvement guru H. James Harrington explains: “If you can't measure something, you can't understand it. If you can't understand it, you can't control it. If you can't control it, you can't improve it.”

It's no different with social media measurement.

Setting objectives is key

There’s little chance you’ll improve your LinkedIn strategy if you can't measure it with real world data.

Begin by setting your strategic objectives for LinkedIn. If you don't have objectives, or ways to measure success, you won't know when or if you've reached them — or exceeded them.

Here are a few ideas to get you started:


Increase qualified connections

Aim for an uptick in qualified connections, which you can classify as those who fall into any of these four categories:

  • Suspects — individuals who have a need for your products, but don’t know you exist
  • Prospects — individuals who are not yet clients, but have indicated an interest
  • Clients — individuals whose business you’ve gained, but the relationship is not very strong
  • Advocates — clients who have provided referrals, or exerted other positive influence on your behalf

Leverage LinkedIn data

Set data-driven objectives to measure activity using LinkedIn's built-in tools:

  • Number of profile views for a given period
  • Number of shares of your posts

Gauge what LinkedIn has led to

Keep track of whether your LinkedIn activity has generated other interaction with clients and prospects:

  • Phone calls and e-mails
  • In-person meetings
  • Referrals

Join groups

Decide on the number of groups you’ll join — you can join up to 50.

  • Follow groups that your clients are following.
  • Start by joining two a week.

Follow companies

Regularly check to make sure you're following the companies that your clients work for.


Post content

Set an objective for how often you'd like to post content. Start out with two a week. Measure engagement. If it makes sense, consider setting a new objective to post more frequently.  

30 minutes once a week

Take time each week to step back and look at your LinkedIn activity. Compare your current status to where you started. More than likely, you’ll be pleasantly surprised by your progress. Continue to reassess, and use what you learn to refine your social media efforts.  

Before you measure

Make sure you've taken these important first steps on LinkedIn: 

Consider reaching out to your Delaware Investments® regional director about these and other LinkedIn ideas.

D. Bruce Johnston speaks regularly with wealth managers and financial advisors nationwide about social media engagement strategy, often in partnership with Delaware Investments® regional directors.

He is a 30-year financial services career sales executive and social media expert. His website is dedicated exclusively to the social media, technology, and digital marketing needs of financial advisors.

FINRA regulates the use of social media. Advisors should consult their compliance departments about restrictions regarding the use of social media before accessing any social media networks for a business purpose.

This content is for informational purposes only and is not an endorsement of any content on LinkedIn, or any app, service, or publicly traded company. It is also not a recommendation to buy or sell a particular security.

D. Bruce Johnston and Mobi Digital are not affiliates or entities of Delaware Investments or Macquarie Group. Mobi Digital is a private firm, providing enterprise level marketing automation solutions to entrepreneurs, small business, service providers, and institutions worldwide. Mobi Digital is responsible for the information in this presentation regarding D. Bruce Johnston and Mobi Digital.

All third-party marks cited are the property of their respective owners.

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