Social media properties want to increase the time you spend with them. They call it ‘engagement’ and it is a key metric that social media sites like to quote when soliciting more VC funds or in the case of Facebook, to make their analysts happy
LinkedIn has been called ‘Facebook for Business’ and for good reason. They have become the defacto portal that most professionals use to manage their networking.
A social media analysis site called Shareaholic compiles a “Social Referrals That Matter” Report that measures user engagement across 200,000 sites. They said:
Although Google+ and LinkedIn drive the fewest social referrals, they bring in some of the best visitors.
What does this mean? It means that LinkedIn users spend more time (over 2 minutes) on each link they click and view 2.23 pages during each visit. As you can see from the chart, LinkedIn users spend over two hours there, on average, each month. This ranks third behind only YouTube and Google+.
User engagement is a valuable metric and allows sites to charge more for advertising. LinkedIn has built an active user community that is attractive to businesses. The more engagement goes up, the more attractive their community becomes.
To increase their stickiness and keep you on their site even longer, LinkedIn has been quietly adding new features to their core functionality. I’m going to show you how you can take advantage of some of these and turn LinkedIn into a free contact management tool. Continue reading LinkedIn’s Killer App: Contact Management