LinkedIn® gives Company Page managers many metrics. The existence of a metric does not make it a key performance indicator. Measurement should begin with the job the Page is supposed to do.
Start with the objective
If the Page is intended to build relevant awareness, reach, impressions, follower growth and audience composition may matter. If it is intended to generate website interest, clicks and downstream website behavior become more important. If the goal is community participation, meaningful interactions may deserve greater attention.
Separate outputs from outcomes
Posting four times a week is an activity. Impressions are an output. A qualified website visit, relevant inquiry or stronger presence among a priority audience is closer to an outcome. Do not report activity as though it proves impact.
Use ratios with care
Engagement rates and click rates can help compare performance, but a percentage without audience size, content type and objective can mislead. A specialist post reaching a small relevant audience may be more valuable than a broad post generating superficial reactions.
Measure trends, not isolated victories
One unusually successful post can distort a short reporting period. Look for patterns across subjects, formats, audiences and time.
Your task
Return to the three objectives you set for the Page earlier in this course. Choose no more than two primary measures for each objective and write what decision each metric should help you make.