YES THEY HAVE!
In our quest for engagement on the LinkedIn platform we’re all encouraged to post and deliver content for other LinkedIn members to look at, and comment on.
The currency until very recently has been that we look at our ‘views’. So you’d be forgiven for thinking that on a bad day, you might have 50 views, and on a good day it might be 2000 views, and if you hit gold and the LinkedIn algorithm likes what you’re saying, it might be 80,000 plus.
Think about it…1000’s of people viewing your content. Sounds good doesn’t it?
But now for the truth, which I suspect many of you might feel pretty angry about. THEY ARE NOT VIEWS!
They are IMPRESSIONS and not VIEWS!
Big difference? Oh yes, let me explain. For every 1000 appearances of your ‘impression’, very, very few will have actually engaged and read your content.
So to be clear, LinkedIn have delivered your message and put it under the noses of other LinkedIn users, but THEY HAVE NOT ‘viewed’ your content.
What’s to be done?
Well at least we know the truth now. And there is plenty you can do. It does have a lot to do with the perennial issue in this space – QUALITY OF YOUR CONTENT. And while it’s true that personality matters, it’s also true that unless you can prove that you’re good at what you do, you’ll not pick up sales from this marketing channel. So you need to be an expert, a thought leader and you need to prove it.
I’m always happy to have a chat with you about how to be more effective on the LinkedIn platform.
Finally, I believe LinkedIn have been disingenuous – they were always IMPRESSIONS and never VIEWS. And before you ask, yes I was fooled too!
