Big headline – and you are probably wondering: Has the algorithms changed ? Is it a new content format/type ?
No – it`s much simpler – and a great opportunity for all companies!
Firstly – what is it that LinkedIn`s competitor analytics brings us ? And where to find it ?
1. It`s present in the admin area of your LinkedIn company page;
2. Besides seeing your own numbers, you can now add competitors (up to 9 currently) by hitting;
3. Just type in the name of the competitor – so if you are Burger King…;
4. Now you`ll see “follower metrics”;
5. And, “Total engagements” & “Total posts” (in this case past 12 mths) ;
6. You can access “Total engagements” by clicking it, which brings you to the breakdown;
Now – lets do the math !
McDonald`s total audience on their LinkedIn Company page;
1,580,744 followers + 371.993 employees = total audience 1.952.737
12 mths Interactions;
“Reactions” (167.352) + “Comments” (6271) = 173.623 “Interactions” with total audience
7230 shares of “Total posts” (500) = 14,46 shares per post or share rate of 0,0007 % per post based on audience size!
So how can McDonald`s optimize their LinkedIn company page presence ?
They have the following options;
A. Post more content
Doable – but based on the numbers it would probably increase Interactions – but hardly be significant on shares. And, every audience have a content saturation point, which the clever people at McDonalds probably all ready figured out.
B. Increase follower base
Again, doing this organically would call for either investing in new content types and/or increase content volume – or allocate paid budget.
C. Increase shares
This is where it gets interesting;-) 371.993 McDonalds employees have attached their personal LinkedIn account with McDonalds company page. If McDonalds made an effort to engage them in sharing their content, and got just 10% of them to share once monthly, the increase of shares would be +446.391 shares per year (as opposed to the current 7230!)
Are your numbers any different from McDonald`s ?
No – and you have exactly the same opportunity, namely to put (some of) your money in involving and engaging your employees and really increase sharing of your content going in to 2022.