LinkedIn adds new analytics platform

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LinkedIn released a new analytics platform recently, giving users a view at data relating to content published  via the app Pulse over the last six months.

Users can learn how many views, likes, shares, and comments their posts receive, and they can also search for specific days of the week and select a variety of demographic breakdowns such as industry, job title, and location.

The goal of this new addition is to help users figure out who they’re making content for, and how to better engage those people. LinkedIn wants to move beyond being just a professional networking site and solidify a revamped position as a broader social network and publishing platform.

Note the service is being rolled out slowly, and you may not have access to analytics yet.

Some users have already made some interesting discoveries with the new app. David Petherick, a marketing professional from Scotland, published a review of the app saying that he was surprised to find out that his content gets a lot of attention from people in Oregon with the bulk of the traffic coming from users sharing his article in groups and only a small fraction coming from being featured on Pulse, LinkedIn’s news reader service.

There is one caveat, however. The analytics tool only tracks data from users who are logged into LinkedIn when they view the content, so there could still be untold amounts of people viewing content that aren’t being tracked by the app. In the future it could be possible for the social network to make the necessary improvements and track everyone who views content on the site.

The new tool isn’t the only recent release LinkedIn has made with the intention of bolstering its position as a content publisher. Earlier this year LinkedIn released a self-publishing tool and made it available to all 230 million English-speaking users. About 100,000 posts are generated each week through the tool.

This new analytics app, coupled with the intention to reposition itself as a more generalized communication network, could be just the thing LinkedIn needs right now.

After releasing its Q1 earnings, which included a downward revenue projection, share values went way down. If the network can keep users engaged on the site longer thanks to this new analytics app, it would be a step in the right direction.

Do you read our advice on how make your company page stand out on LinkedIn?

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