LinkedIn offers law firms a unique melting pot of growth opportunities. Potential clients, talent and business partners use the social media site to make crucial decisions about what firms to hire, which jobs to pursue and where to offer their services.

Using LinkedIn analytics is essential for maximizing growth and visibility and ensuring your law firm stays top-of-mind during decision-making processes.

1. Impressions

Impressions provide an easy-to-interpret baseline number for how many people have seen a page or post. They are calculated each time a post is shown on a user’s screen.

Do not confuse a post with a high number of impressions with a successful post. The metric provides a high-level sense of reach, but does not guarantee users have interacted with or even read the content. It also counts multiple views by the same user, which can inflate the number.

Track post impressions to gain a broad understanding of how many people are seeing firm content on their feed.

How to increase impressions: Create high-quality, relevant content to increase multiple forms of engagement. Increased engagement leads to more impressions, creating a positive, self-fulfilling cycle.

2. Engagement Rate

This metric measures how many people interacted with a post after it appeared in their feed. This includes likes, comments, clicks and shares.

Engagement rate highlights how content resonates with viewers; a higher rate means more people who viewed the post felt compelled to interact with it. LinkedIn’s algorithm values early engagement, pushing these posts to more users.

Track engagement rate to see how viewers interact with different posts, and make note of any topics and post formats that generate high interest.

How to improve engagement rate:

• Share content internally and encourage firm members to engage early.
• Encourage discussion in the post to drive comments.

Post images with people and tag them! People love to engage with content featuring themselves or people they know.

3. Clicks

It’s great to have engagement, but converting that engagement into users on the firm’s website is what creates deeper connections and turns marketing efforts into revenue growth.

On LinkedIn, clicks measure the number of people who see a post and click on the firm’s post, profile or link. However, this includes the “Read more” button on longer posts and clicks on photos, which can lead to higher-than-expected click counts.

Combine this metric with Click-Through Rate (CTR), which provides the percentage of people who clicked the post after viewing, to analyze what content drives users to your page and website.

How to increase clicks: Include a strong call to action early in the post and share a link to a relevant page on the firm’s website.

4. Follower Growth and Demographics

Getting users to recognize and return to a firm’s page is a vital step in relationship building and converting content viewers into tangible business. Increasing follower counts help quantify this growth.

LinkedIn’s Followers Analytics page tracks the number of new followers gained over a specified time period and graphs daily changes. The page also provides detailed demographic breakdowns of followers’ location, industry, position and more.

Leverage follower growth and demographics data to tailor content to followers and analyze if the firm’s messaging is appealing to its intended audience.

How to improve follower growth:

• Create a content calendar and ensure consistent, strategic posts.
• Share educational content that leverages attorney knowledge to provide unique insight.
• Use relevant hashtags to increase visibility with the intended audience.

Maximize LinkedIn’s Potential

LinkedIn is a powerful platform to engage with potential clients, talent and business partners. By regularly monitoring LinkedIn’s core analytics, firms can maximize the reach of their content, positioning themselves top-of-mind during key decisions.