Content marketing: Telling Meaningful Stories

What’s the Social Selling Index on LinkedIn and how should I use it?

Christoph Trappe

November 18, 2017

Social media

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I’m a pretty competitive guy so anything that’s measured I like to look at and see how I compare to others and-maybe even more importantly-to see where I can improve.

Trying to win isn’t bad! 🙂 Just do it in a way that allows your audience to win, too.

Of course there are many measurement services out there – including Klout and others. Do they matter? Well, they don’t usually bring in revenue per se and of course they can be gamed. But they are also a nice indicator on how a business is performing on social media.

Like any digital metric, take them for what they are worth, use them to help you grow digital audiences and go from there.

The LinkedIn Social Selling Index measures these items/areas:

  • Establish a professional brand
  • Find the right people
  • Engage with insights
  • Build relationships

As of this writing and with a score of 91 out of 100 here is how LinkedIn measures me in those four categories:

Connect with me on LinkedIn here.

So according to the metrics I’m best at building relationships. Now, I wouldn’t disagree with that this is a strength but I also cannot tell you why that’s No. 1.!An interesting stat and I’ll take the 25 out of 25 score.

Number two on my list is establishing my professional brand. I almost got a 24 out of 25 on that one. I assume that has to do with that my LinkedIn profile is filled out, I have a professional picture, around 80 recommendations, and those kind of things.

My ScribbleLive colleague Adam Robles shares some thoughts and tips on how to increase your score here.

Next on the list with 22 and 25 is the category of finding the right people. I actually use the LinkedIn Sales Navigator to follow people who aren’t even in my network and sometimes I sent them messages if I think I have something of value to share. Of course, they don’t always agree that what I sent them is of as much value as I think it was.

The category of engaging with insights got the lowest score with just over 20 points out of 25. This one is interesting because I’m a content creator and content strategist by trade and I would’ve just assumed that this one would be higher on the list.

Related: How to get more views on LinkedIn

So that appears to be an area of improvement and there’s always something to learn from here. How can I share even better insights?

Of course, everything comes back to the right strategy and understanding my audience. Some of the questions that I use to guide and improve my content and that your organization can use as well:

  • Who is my audience on LinkedIn?
  • What kind of content do they expect on the network?
  • What kind of stories and content has previously performed well?
  • What insights can I share that are actually unique and are not just rehashing somebody else’s?
  • Is my content actually solving a problem and is it helpful?

So, my next step will be to figure out how to improve the content on LinkedIn and specifically for that audience even more. Now, certainly the score isn’t horrible but why not try to enhance it even more?

And as you can see in the chart below I have actually improved my LinkedIn social selling score from 81 to 91 out of 100 in under two months:

So like any digital metric I take it as an indicator and I also use it to improve my content and strategy. That’s really how all these metrics should be used-especially the ones that are easy to look at. This one is easily viewable inside the LinkedIn Sales Navigator app.

Get your score here

Metrics can help us prepare better content and be more relevant to our audiences which of course, as mentioned in my customer service book, can pay off long term for organizations.



Disclaimers: The information provided in articles is for informational purposes only and not personalized advice. It's accurate to the best of my knowledge at the time it's published. Enjoy and best of luck telling the best stories in your organization and life!

Christoph Trappe

Hello and thanks for stopping by. I’m Christoph Trappe.

I’ve written two books, speak at conferences around the globe and blog frequently on here. I love sharing my stories and helping organizations share theirs.

If you need help, just visit the Contact Me page in the navigation and drop me a note. I’m always happy to chat!

Thanks for reading!

– Christoph
ctrappe@christophtrappe.com
319-389-9853

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