LinkedIn Monitoring: Automated Instead of Manual
LinkedIn is the leading B2B platform—and for good reason: 80% of all B2B leads from social media come from LinkedIn, and the engagement rate averages 5.20%. This is where your competitors communicate their strategy, announce new products, and position themselves in the market. But how do you keep track of it all?
The manual approach: time-consuming and incomplete
Most marketing teams do it this way: Someone occasionally scrolls through LinkedIn to see what the competitors are posting. This is part of a bigger problem: According to the Harvard Business Review, 38% of employees feel that the volume of communication is excessive, and manual LinkedIn research makes this problem worse in several ways. The algorithm decides what you see – not you: LinkedIn's feed only shows you a fraction of your competitors' posts. On top of that comes the time cost: with 5 competitors, each having 3–5 relevant individuals, that amounts to 15–25 profiles that would need to be checked regularly. There's barely any history either – what was posted last week or last month is rarely possible to reconstruct afterwards. And the knowledge gained while scrolling usually stays with the one person who happened to have the time for it, instead of reaching the team.
I regularly talk to CMOs across the B2B space, and one pattern comes up almost every time: someone on the team has LinkedIn "covered," but nobody could say, if asked, what the most important competitor communicated three weeks ago.
What you're missing out on
Your competitors' LinkedIn posts contain valuable insights—which is especially important because 76% of B2B marketers view LinkedIn as the most effective channel for thought leadership. That includes product announcements such as new features, launches, or beta programs; staff changes – a new VP of Sales or a new CTO says a lot about a company's strategic direction – new partnerships and integrations, the topics competitors use to position themselves as thought leaders, and customer success: which case studies they publish, and which industries they target.
What automated LinkedIn monitoring changes
With Picasi you can automatically monitor LinkedIn Company Pages and profiles. Every new post is recorded, categorized, and prioritized. You can see everything in one place—regardless of the LinkedIn algorithm.
That means: never missing another post, regardless of what the algorithm shows. A complete history that shows what was posted when, and how communication has changed. Team access, where everyone sees the same thing and insights are shared automatically. And AI summaries that show the most important LinkedIn updates at a glance.
Why it does not work without automation
Manual LinkedIn monitoring is better than no monitoring at all. But it doesn’t scale. If you want to systematically track your competitors, you need automation—and a tool that captures the original content rather than relying on algorithms. If you also want to understand which signals from the LinkedIn feed really matter, check out the article Signal vs. Noise in B2B Marketing for a practical framework.