Time To Take A LinkedIn Selfie

by Gerry Moran

More than 49.5 percent of LinkedIn users have underperforming personal brands on the network.

You see, their LinkedIn profiles are incomplete, their status updates underperform, and they are not plugged into the properly sized network. It’s time for them to take a picture of their brand’s success and start to develop an improvement strategy.

LinkedIn Profile Selfie

Here is how you can take a selfie of your LinkedIn account!

5 Steps To Baseline Your LinkedIn Brand

1. Baseline Profile Views. Establish your quarterly, monthly or weekly profile baseline views to help you understand your starting point for when you refresh your profile or content plan. You can simply calculate your profile views if you:

  • Click on the link “Your profile has been viewed by x people over the past x days” under Who’s Viewed Your Profile
  • Record the number in the top left-hand corner of your LInkedIn profile benchmark scorecard
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Over the past 90 days I had 815 profile views. Also, I had 73 during one week.

2. Baseline Search Results. Understanding how people find you through search is a great way to begin to impact your personal brand. Increase your search friendliness and you increase your findability. Baselining the average amount of times people find you (i.e., LinkedIn searches, Google searches, Who’s Viewed Your Profile, and LinkedIn Inboxes) will help you make strategic adjustments to keywords, profile inclusions, LinkedIn messages and other online activity. You can find your search results when you:

  • Click on the link “Your profile has been viewed by x people over the past x days” under Who’s Viewed Your Profile
  • Then click on the link that includes “Viewers found you from”
  • Review the circle chart on the left side
  • Record the “Google Search” number, which indicates how many people clicked into your profile from a Google search
  • Record the “LinkedIn Search” number, which indicates how many people clicked into your profile from a LinkedIn search
  • Hover over “Other” to record views from LinkedIn Inbox (people clicking into your profile after you have sent them a LinkedIn message) and Who’s Viewed Your Profile (people clicking into your profile after you have checkout another’s)
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During that past 90 days 77 people clicked into my account from a Google search, 159 from a LinkedIn search, 17 from a LinkedIn message and 18 from me viewing others’ profiles.

3. Current Contact Count. Only you will be able to decide who is a good contact to include in your network. However, if your goal is to improve your contact count, then you need to know your complete 1st-, 2nd- and 3rd-level counts. Record this network sizes this way:

  • Click the “New people” hyperlink under “Your LinkedIn Network”
  • Record your 1st-level connections; those connections you see when you open your “Contacts” list
  • Record your 2rd-level connections; those connections connected to your 1st level connections at the 1st level and not connected to you at the 1st level.
  • Record your 3rd level connections; those connections who connected to your 2nd level connections at the 1st level and not connected to you at either the 1st or 2nd level
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Currently I have 2,798 1st-level connections and 1.7 million 2nd-level connections.

4. Average Message and Update Views. Acknowledging the size of your network is one thing. Understanding the relevance and impact of your personal brand updates is another! You can measure this impact by determining the average reach of your messages. If you increase the reach of your 1st-, 2nd- and 3rd-level contacts, then more people will see your updates, which will help you to increase your social currency and the size of your network. Follow this instruction to see how many are viewing your updates:

  • Go to “Who’s Viewed Your Updates”
  • Click the left arrow (i.e., <) to see your total views for your last (up to) 14 messages
  • Record the average average views per message and total (up to) 14-message views, so you can establish a reach baseline for your LinkedIn update

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5. Determine Your Average Connection Requests. The amount of your monthly LinkedIn connection requests is a barometer of your personal brand’s health. As you increase the relevance of your profile and messaging, you will receive additional requests to be connected to others’ networks. Your baseline activity for the past month can be easily measured by:

  • Go to the message icon located at top right-hand corner of the LinkedIn page
  • Click the white “Messages” link
  • Click the “Archive” link
  • Record the amount of “Join my network on LinkedIn” or “Invitation to connect on LinkedIn”

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Do you have another way on which you baseline your LinkedIn branding? If so, then please share below. Or, reach out to me directly on MarketingThink.com LinkedIn, Twitter, or on Google+.

Take a snapshot of your LinkedIn account and “shake it, shake it, like a Polaroid picture” so you can start to develop a better brand and avoid being an ‘outkast’.

Image source

Gerry Moran is a global social media and content marketer. He is a marketing strategist, entrepreneur, educator and mentor with close to 30 years experience with iconic brands like Purina HBO, IKEA, and SAP. He's also worked for award-winning digital advertising agencies like imc2, Whitman-Hart and Digitas. Gerry also founded a boutique marketing agency and has been an adjunct professor for over 10 years for St. Joseph's University. Gerry Moran


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