Todd Randolph

send like a screwdriver might be a more appropriate metaphor here, unless agency refunded cost of producing two superfluous ebooks.

sweet. I'll look forward to it!

Nice writeup that covers all the bases. I had a few questions.

1) What are your thoughts on the number of Likes exceeding number of Views by a healthy margin?. I attribute these to groupies ("I like everything Richard Branson posts") and drive-bys ("the snippet is appealing"). Likes with Views are more credible for purists, but even without a View the post still gets pushed along to the Liker's stream, which is a good thing.

2) I'm on board with including (relevant) images, but EIGHT? The numbers don't lie, but the presentation raises a question of significance. You map each variable against the number of views, but there is no indication of variable frequency. Of the 3K posts you examined, how many had no image at all? How many included one or two? 3-6? 7+? Any insight on why six images were the kiss of death for images or, further on, number of headings in the post?

3) Any reason why the post focuses only on Views and Likes with only a passing mention of Shares? Likes automatically add the post to the Liker's timeline. Sharers can choose whether or not to have the update appear in their own timeline. Even better, users can Share to LinkedIn groups, offering the potential for laser-targeted content delivery. Oddly, the representative post on air travel shows a much higher number of Shares than Likes, but this might be an anomaly since the post itself is more a general interest piece.

I'd love to see a follow-up post that addresses some of these questions. LinkedIn has outpaced other social networks as a lead generation tool for my clients, and I expect that the Publishing tool will help it do even more!