With Australians leading the world in terms of engagement with social networking sites, LinkedIn has added a powerful new tool for advertisers and media buyers to measure their effectiveness by joining Nielsen’s tag based digital audience measurement service, Market Intelligence.
The move will enable it to be benchmarked against other Australian websites, by providing information on the number of daily unique browsers, page impressions, geographic location of users and daily reporting on duplication of LinkedIn with other web sites. The company’s first reported numbers for 1 December this year notched up 137,223 daily unique browsers and 1,372,917 page impressions.
Stuart Bartram, Sales Director at LinkedIn, said: “Our decision to join Nielsen’s Market Intelligence service and tag our site is in direct response to feedback from our advertiser clients that they want in-depth insights on our audience make-up to assist with their advertising decisions.”
LinkedIn site metrics will also be included in Nielsen’s soon-to-be-launched hybrid service, which combines tagging and panel based measurement approaches.
Matt Bruce, Managing Director of Nielson’s online business in Australia, confirmed there had been strong demand from the market for greater audience measurement insights into the LinkedIn site. “With more than a third of Australians aged 18 to 35 having registered on LinkedIn, and a membership community including highly educated executives earning above average incomes, LinkedIn is likely to generate a lot of interest from advertisers.”
A social media business benchmarking study conducted by Nielsen and Community Engine in 2010 found 71 percent of businesses intend to participate in social media marketing this year, and around a quarter of companies (23 percent) which had engaged with social media sites, reporting a strong or reasonable return on investment.