Expert opinion: the 4 main shortcomings of the Social Selling Index

Problem n°1: it is a usage indicator, not a performance indicator

According to the experts, the Social Selling Index is not used to improve user performance. It would be more about assessing a user’s activity rather than judging their business efforts.

This is not a performance index but a LinkedIn usage index. – Bruno Fridlansky

Thus, this Index does not confirm or deny the effectiveness of the marketing strategies of registrants. This is when LinkedIn considers the user’s relationship to the platform’s various features. In this way, the Social Selling Index increases when:

• the user has a large network
• the member is as active as possible on the platform, even if the reach of their content is not always there

I sometimes feel that LinkedIn prioritizes having an extensive network over qualifying it. – Gregory Mancel

In the end, we understand that what matters is to keep the features of LinkedIn manageable. Only a qualitative network will allow the professional network members to prospect better, sell more, and above all, embellish their address book! No, better than that: we need to step back and think about the real impact of these tools.

The magic is in the package: high-level personal branding, a consistent network, and relevant content. – Tom Baeten

Problem n°2: the opacity of the calculation of the Social Selling Index

Second, experts detect another concern with Social Selling Index: its calculation. It needs to be clarified. Yet the Index previously proposed more information about the method used. This is no longer the case. The 4 scoring criteria are known to all, but unlocking the secrets of the Social Selling Index remains very complicated. Thus, you have to assess what could work or not to boost your score.

I haven’t been to this SSI for years. Linkedin has greatly reduced the information it presents, there used to be a lot more, and today we need to know what is being measured. – Bruno Fridlansky

However, we know what helps increase the SSI score: owning a Sales Navigator license. Indeed, let’s keep sight of the fact that LinkedIn is a business company like any other. It would like to sell services. So, users who want to improve their SSI propel sales of the Sales Navigator offers. Elisabet Cañas explains it well, demonstrating that the exposure of the SSI is not random: Rather than the LinkedIn network, the Index is prominently displayed on the LinkedIn sales solutions page.

From a critical perspective, what is the Social Selling Index? It’s a “carrot” to get us to sign up for the Sales Navigator program. Just think about the fact that this Index is not actually on the network but on the “Sales Solutions” page of LinkedIn. – Elisabet Cañas

However, there is no need to insist on increasing your Social Selling Index at all costs. Indeed, you don’t need to have a very high score to have a deep impact on your network. In the same way, a high index does not mean that your publications will get more impressions on the platform. Many examples confirm this, as Tom Baeten tells us:

I know some influencers who have a lot of impact while having an average Social Selling Index. – Tom Baeten

Problem n°3: A measure of little use to seasoned salespeople

The Social Selling Index serves a network performance purpose. In other words, it must ensure that a high score correlates with strong relational and business performance. This is not the case. Renowned LinkedIn trainers are convinced that the Index’s usefulness is moderate for any experienced salesperson. Also, this score shows limitations once scores of 50-60/100 are reached.

Once you reach a certain level, you also reach the limits of the SSI. There needs to be more other data that can help us improve. – Tom Baeten

Thus, the Social Selling Index is aimed not at the general LinkedIn user base but at a novice audience. It does this by providing instant usage performance data. However, the accessibility and minimalism of this Index make it incidental for the:

• more experienced salespeople
• frequent and knowledgeable LinkedIn members

As a result, the target audience for the Social Selling Index leans more toward a persona of novice users. The latter exploit the score to motivate themselves and increase their awareness on the platform.

The SSI is a good indicator for someone who is just starting on LinkedIn to know roughly what metrics measure our performance on LinkedIn. – Gregory Mancel

But then, what to do with this indicator? Should it disappear? Change its nature? Should it remain as it is? Opinions are divided on this point. Moreover, in the past, some rumors have already circulated on LinkedIn, evoking the withdrawal of the Social Selling Index. According to some experts, including Bruno Fridlansky, the disappearance of the Index would be a source of positive change for members of the professional network:

It would not be a bad thing if it were to disappear. It would avoid focusing on bad indicators. – Bruno Fridlansky

Problem n°4: LinkedIn’s SSI is too far removed from real life

So, Social Selling Index has a lot of technical and decision-making concerns. But there’s something even worse: this Index has a real problem at the core. This social selling metric does not reflect the impact of LinkedIn use on real-world sales performance. Indeed, the professionals interviewed tell us about its distance from the field, from real life. Gregory Mancel sums it up well:

The SSI is calculated in everything we do on LinkedIn, but we don’t have real-life repercussions. The translation of the SSI: it is the ability to sell “potentially” through LinkedIn. – Gregory Mancel

To go further, this is an ‘indicator’ based on the daily activity of a LinkedIn member. Therefore, a high score implies that the holder will carry out many sales in the future. This is problematic because the Social Selling Index focuses very little on user sales! Therefore, some consider the score a marketing automation metric to predict their sales at t+1. It would be wrong to see it that way. As Tom Baeten explains, these technological tools help people but do not replace them:

I understand that automation simplifies life, but when you contact someone, at the end of the day, it’s Men talking to Men. – Tom Baeten

That’s why you must remain cautious with this Index on all occasions. To do so, there is nothing like a clear, detailed marketing strategy with measurable objectives. All in all, our interviews with the platform’s experts helped us understand something important. The SSI gives a boost but will never replace the marketer behind the LinkedIn account.

I recommend using this Index wisely and being clear about your strategy before consulting it. РElisabet Ca̱as