What is a good measure for post performance?

I handle social for our company (a mature startup of 700 employees).

Our main social media channel is our company LinkedIn (also to a less so X and Facebook). Posting once a day on LinkedIn for 5 days a week. Typically a post will get around 20 likes, a ‘successful’ post gets around 50, and for bigger announcements like funding or when the team goes to a trade show and we share pictures then over a hundred

So this week a new VP Biz Dev requested:
“We have over 700 employees, we should be getting 200 likes a post easily. That kind of visibility of engagement would help me.”

I didn’t have an answer but know that getting 200 likes on regular posts is really hard in our company even when we share across the company Slack and encourage to join in. I recently proposed using a gamification platform to make engagement fun and with recognition.

My questions for B2B social media
What is a good measure for performance?
Is growing ‘more likes’ a good place to focus or ‘just a vanity metric’?
Have you implemented company wide engagement activities to encourage wider participation?

Comments

wesdacar•9 days ago•2

I would push back on the 200-likes target by reframing it around reachable audience and business purpose. A 700-person company does not mean 700 people see or care about every LinkedIn post, and forced internal engagement can start looking strange if the post itself is not relevant to them.

For B2B, I would split reporting into a few buckets: engagement rate relative to impressions, comments from the right job titles/accounts, clicks or profile visits from target people, saves/shares, and which topics create actual sales or recruiting conversations. Likes are not useless, but they are a weak primary KPI because the easiest way to raise them is often to post company-pride content, not useful market content.

For employee participation, I would make it opt-in and specific. Instead of "everyone go like this," give teams 2 or 3 suggested posts per month where they have a real reason to add context. A thoughtful comment from a sales lead or product person is worth a lot more than 50 silent pity-likes.

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Kopfi•9 days ago•1

You are approaching this all wrong. Take a step back.

  1. What is your business goal?
  2. What is your goal on social media?
  3. What KPIs help you track that goal?

Social strategy101.

emma-collins1•9 days ago•1

its normal to get aroundd 20 likes for your size. just pay attention to the actual impct on outbound click & pipeline..

Specialist-Car-4164•9 days ago•1

The VP's math is a trap. Forcing 700 employees to like company posts just makes your page look like an echo chamber, and prospects see right through it. Likes are 100% a vanity metric. You're much better off tracking click-throughs to high-value pages, inbound inquiries, or comments from actual target accounts.

if you do want employee buy-in, gamification can help, but getting your execs to post from their personal accounts goes way further than trying to force the whole company to engage.

Sea_Tie4055•9 days ago•1

A post with 20 likes from customers, prospects and industry peers is probably more valuable than 200 likes from employees clicking supportively during lunch

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