LinkedIn Changes “Who’s Viewed Your Profile”: NEW Look, SAME Analytics

Andy Foote | Free v Paid, LinkedIn, Premium Accounts, Who's Viewed Your Profile
6 Jun 2013
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Screen Shot 2013-06-26 at 9.47.04 PM

“Who’s Viewed Your Profile” just got an update but LinkedIn users don’t get that much extra in the way of actionable data. Just a pretty new graphical representation of the same vague info.

 

WHY ARE SO MANY BLOGGERS GETTING THIS STORY WRONG?

 

“LinkedIn Upgrades “Who’s Viewed Your Profile” Section With New Look, Better Analytics
Sarah Perez, TechCrunch, June 3rd 2013

“LinkedIn redesigns its ‘Who’s Viewed Your Profile’ page, expands analytics for Premium members”
Nick Summers, The Next Web, June 3rd 2013

“LinkedIn Provides More Insight into Who’s Looking at Your Profile”
Josh Wolford, WebPro News, June 3rd 2013

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The above headlines are just a few examples of the media coverage of this change. They are all asleep at the wheel, don’t be a passenger. I’ve yet to see one article which gets this right and that’s a depressing thought. “Better Analytics”? Nope. “Expands Analytics”? Nope. “More Insight”? Nope. To be clear, this is a purely cosmetic change to the way that LinkedIn presents some of its browser data to non-paying and Premium LinkedIn members. Premium members get exactly the same data (Views, Keywords, Industries & Geography) as they did before this change, but now different graphics are employed. And yes, the marketing is slick. Non-paying LinkedIn users get a sniff of their popularity on a weekly basis. That sniff is a tease designed to get you to upgrade to Premium. I’m less popular this week you say? But why? What did I do wrong? I need to find out. Ka-ching!

 

I’ll demonstrate:

VIEWS (Old version followed by new version )

Screen Shot 2013-06-05 at 9.24.15 AM
Screen Shot 2013-06-04 at 11.25.33 PM

KEYWORDS (Old version followed by new version)

Screen Shot 2013-06-05 at 9.23.54 AM

Screen Shot 2013-06-04 at 11.25.43 PM

INDUSTRIES (Old version followed by new version)

Screen Shot 2013-06-05 at 9.23.38 AM

Screen Shot 2013-06-05 at 9.22.15 AM

 

GEOGRAPHY (Old version followed by new version)

Screen Shot 2013-06-05 at 9.23.24 AM

Screen Shot 2013-06-05 at 9.21.54 AM

 

GIVE THEM A BREAK?
I’ll cut these bloggers a break, reading the official LinkedIn announcement about this change “Check Out Who’s Checking You Out” by Udi Milo, June 3rd 2013 (http://blog.linkedin.com/2013/06/03/check-out-whos-checking-you-out/). Its easy to get swept along. You see the word “insights” and “In addition” and leap to a foregone conclusion. You could be forgiven for buying into the marketing hype of this document if you don’t have a Premium account (I do) and you don’t have screenshots of the relevant sections of the Premium account before and after the change (I do). Sloppy bloggers ought to do their homework.

Screen Shot 2013-06-26 at 8.29.36 PM

DEUS EX MACHINA
To be fair, there was a mention in LinkedIn’s announcement about being able to “filter results by week” but that’s not a game-changer imho. It’s certainly not new information to Premium users; they already had that data to make the weekly search comparative calculation. What am I supposed to do with news of a 19% reduction in my week on week Browser traffic anyway? I need more information on that stat for it to be useful. If I look at some of the analytics I can get on traffic to this blog for example, LinkedIn could do much, much more to help its users to understand who is visiting their Profiles and what it could mean (or do) for them professionally. For example:- having month on month, year on year comparative (search & view) analysis. Knowing if someone is a repeat visitor or spending x amount of time browsing you (via IP address identification). Knowing how many browsers in the same organization are looking at your Profile. Knowing how browsing begets browsing and showing that linkage, from me to you, you to me and you to your colleagues. THAT is the kind of data worth paying for. No? Solve the problem, please the audience, show me the ‘ghost in the machine’.

 

ROI (Return On Investment)
LinkedIn now shows all of its users how many times their Profile has been viewed and searched. I’ve written about the important difference between these two metrics and I’ve explained why you should be focusing on views rather than searches to measure your success in my recent blog post: “Measure Your LinkedIn ROI With Views Not Searches

 

LINKEDIN CONSULTING
If you liked this article, you’ll love my customized consulting service. I’ve helped many professionals to achieve their full potential on LinkedIn. LinkedIn is not somewhere you paste your resumé, sit back and wait for things to happen. It’s a complicated and nuanced website portal that requires action, consistency, insight, branding strategy and marketing know-how. What you don’t know – could hurt you.

 

Whether it’s getting more traffic on your Profile, engaging with a stunningly good Summary or refreshing your LinkedIn presence and brand – share your goals with me and I’ll help you to achieve all of them via LinkedIn.

 

Contact me now: linkedinsights@gmail.com / 773.469.6600 to find out how I can help you.

 

That’s all from me for this week. If you found this post useful, don’t keep it a secret. Go ahead and share this article with your own network (see those buttons on the sliding thing on the left?).

Warm regards,
Andy

 

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10 Comments

  1. Well, Andy, one thing for sure, they’ve made it necessary for the user to learn to navigate again on LinkedIn! Not sure what value addition there is in this new look!

  2. Kristin says:

    Great points. I am not upgrading.

  3. Bob says:

    Andy,

    I noticed a change about a month or so ago with “Who’s Viewed My Profile”. It seems that only a few of the profile-viewers are shown, and that list remains static for days or weeks, no matter how many more people view the profile. At the bottom of the stale list is an Upgrade button. In the past, the list was more dynamic. A definite turn-off, not made better by the recent changes your post writes about.

    Perp

  4. joy borum says:

    And if, like me, you don’t care who’s looked at your profile, do nothing, like me.

  5. Andrew

    I love your stuff!! AND: 1. why castigate the inept bloggers? they cant help it and what harm are they doing anyway really? the real issue as you point out is what can or cant be done with given new feature from LinkeIn> You will ingratiate your loyal audience much more by sticking to that part of the story. we really dont care about inept bloggers. we already know they cant compete.
    2. “deus ex machina” ghost in the machine? i think the literal and intended translation is “god out from (in, if you must) the machine”. dont be a lazy phrase thrower! haha!
    love yer stuff! keep it up!
    charley

    • Andy Foote says:

      Thanks Charley. I think they can help it – by not regurgitating marketing blurb. The harm? An increasingly noisy internet with the collective intelligence dialled all the way down….it’s Ghost OR God, depending on your background/beliefs. Lazy? Me? Far from it.

  6. Pete M says:

    Thanks Andrew. I am a premium user but not sure it’s worth it. It seems like I used to be able to invite people whose emails I don’t know to connect but that has mostly stopped working. That seemed to be the biggest advantage of premium membership. You said that you’re a premium member. Why do you think it’s worth it? What am I missing?

    • Andy Foote says:

      You’re welcome Pete. It could be that you’ve been restricted and unable to invite anyone to connect without knowing their email. You can find that out by contacting LinkedIn customer service and asking them if you’ve been restricted. If you have, they will ask you to be more circumspect in how you connect in the future, you’ll agree and be back to being able to connect without the email requirement. Some people have set up their LinkedIn account to only accept invitation requests if accompanied by their email, in that scenario, you find their email and connect or you don’t. Premium users get a quota of InMails which they can use to contact any LinkedIn member but these soon run out, depending on how much you’ve paid for that Premium package.

      I’m a ‘Premium Lite’ member; I pay a fraction of the price of Premium for what I consider to be 2 of the most valuable paid features: ‘Who’s Viewed Your Profile’ & ‘OpenLink’. I recommend all my clients to pay for Personal Plus because of this combination of value and access.

  7. r.g. (Maia) says:

    Great work. Precise, Clear, Sublime.

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