The Topics We Cover

If you ask yourself if this guide can help you to level up your SSI game, check out the topics we'll cover!

How to Use LinkedIn's SSI

This article is all about LinkedIn's famous social selling index. If you watch your feed from time to time, you'll certainly see posts about the SSI.

In my experience, these posts come from either the people who claim to have achieved a high score on LI's SSI or others who don't understand the score at all.

I have to admit: when I first saw the score I was confused. Then, I rolled up my sleeves and dug into the research.

The thing is, your LinkedIn account performance can skyrocket if you constantly have access to the right data. If you can measure your LinkedIn profile's effectiveness and your content's value to your audience, you can find success on LinkedIn sooner than you anticipated!


With LinkedIn’s SSI (Social Selling Index), which helps you measure various metrics of your LinkedIn account and take the right action to grow. 

And in this article, I'll help you understand what the Social Selling Index is (and how you can benefit from using it).

Bulb icon yellow

Note: This article aims to provide a practical guide for using the LinkedIn SSI effectively for content and profile optimization efforts. But if you're here to look for a tool to monitor your LinkedIn success, you might want to check out our LinkedIn Analytics Dashboard → it's 100% free to get started.

What Is LinkedIn's Social Selling Index?

The Social Selling Index is a tool from LinkedIn to make your own activities on the platform measurable. The dashboard shows how strong your personal brand on LinkedIn is in terms of your interactions, your engagement on the platform, and the quality of your connections.

With the score, LinkedIn tries to evaluate how likely it is for you to succeed with your social selling efforts. A higher score means a higher likelihood of success.

The tool is the preliminary stage to the LinkedIn Sales Navigator and is linked within the tool.

Where to Find the SSI Score

  1. Out of the Sales Navigator under "Admin" > "User Reporting"
  2. Public Version: Just click down below 👇

How Often Does LinkedIn SSI Update?

LinkedIn SSI (Social Selling Index) is updated daily, so your score can fluctuate based on your activity and engagement on the platform.

Your SSI score is calculated based on four factors: 

  • Establishing your professional brand
  • Finding the right people 
  • Engaging with insights
  • Building relationships

These factors are weighted differently, and establishing your professional brand is the most heavily weighted.

How To Use The Social Selling Dashboard

The Social Selling Dashboard is divided into 4 main categories: building your personal brand, finding the right people, engaging with insights, and building meaningful relationships.

Other than that, there is an attempt to benchmark you with other people in your industry. This is done by the algorithm assigning you to an industry that the platform thinks best suits you and then compare your score with others in the industry and your network.

The 4 pillars of the SSI are the heart of the Social Selling Index (the new version has only 3 pillars).
LinkedIns SSI Interface infographic updated UI 2020
LinkedIns new Social Selling Dashboard 2020
LinkedIns SSI Interface infographic old UI from 2019/2020
Infographic about LinkedIns SSI Dashboard (for those of you still seeing the old interface)

🥇 Metric #1: Establish your personal brand

A strong personal brand invites engagement, sales, and interesting connections, but it takes time to build one. 

Your LinkedIn SSI score helps you understand how strong your personal brand is. For example, if you have a well-optimized LinkedIn profile with a professional photo, headline, and summary, you'll likely score well in the "establishing your professional brand" category.

💡What can you do to improve this metric?

Do not leave your profile blank without a profile picture—make a conscious effort to make it easy for your profile visitors to learn a bit about you. Learn from similar profiles in your industry. (Recommended reading: LinkedIn profile examples.)

  • Identify keywords that people search for regarding your job profile. Let’s say you’re a software engineer, and people from your industry search for specific job roles such as “Dot Net developer." Include these keywords in your profile title and summary to make it searchable. 
  • Write a helpful profile summary highlighting your journey and your story.
  • Take a professional headshot, and make sure not to upload a pic with an awkward pose or a selfie. 
  • Add a banner that invites people to take action (or, at the very least, explains what it is that you do).
  • Include your work samples in the featured section to showcase your skills.
  • Gather recommendations from your boss, colleagues, or clients to add credibility to your profile. Another "trick" isto give endorsements; some will return the favor.
  • Create engaging content. Know what your audience’s goals are and how you can help with your offer. Using this information, create content pillars, i.e., key themes or topics you want to focus on when creating content on LinkedIn.

🔎 Metric #2: Find the right people

What does that mean? Finding the right people? LinkedIn wants you to connect with people that are likely to benefit from your activities and offers. That's why you should always aim to offer value first when joining a conversation or any other exchange.

💡What can you do to improve this metric?

  1. Use the LinkedIn search frequently. LinkedIn provides you with a friendly search bar on top of the interface. Use it to find people in your industry to connect with - and always remember to add a personal message to your connection request. ;)
  2. Filter for 2nd-level connections first. LinkedIn recommends leveeraging warm introductions to build your network. It's always easier to get in touch when you have something in common - for example, a person you both know.
  3. Join LinkedIn groups. Yes, LinkedIn recommends that. Do I use groups? No. Why? Because I don't have good experiences with them. Little commitment and annoying advertising posts are two of the reasons. Decide for yourself if groups on LinkedIn are worth your time and energy.
  4. Review interesting profile visitors. Strengthen relationships with people by visiting their profiles. Reach out to interesting prospects that viewed your profile. One "hack" I found is: Try to visit 1000 LinkedIn profiles, 200 will view yours too. Why? Because we're all freaks and want to know who's interested in us.

✍️ Metric #3: Engage with insights

This metric is influenced by several triggers. These include, for example, interacting with and commenting on the contributions of other people. Sharing your own posts also has a positive effect on your score.

💡What can you do to improve this metric?

  1. Share relevant resources. Share valuable information with your network to become a trusted expert in your industry. Doing so will most likely boost the engagement of your publications in the long run. Also, engage with the posts of others.
  2. Leverage timely content. Latest information, news-worthy content, and press articles get often shared on LinkedIn. The reason is simple- they offer immense value to your followers and contacts. LinkedIn likes that and rewards you for doing so, which influences your SSI score.
  3. Lead meaningful discussions. In my opinion, this is what LinkedIn is all about - experiencing meaningful exchanges, connecting and sharing thoughts, and ultimately doing business together. With that in mind, you can improve your score by leaving thoughtful and constructive comments on others' posts. Both in groups and your feed.
  4. Send personalized messages. Did you already get one of those nasty messages from salespeople pitching themself in the first two lines? Don't do that. It's arrogant and always gives me the urge to break the connection right away. Instead, you should actually take the time to personalize your LinkedIn cold messages in a way that adds value to the upcoming conversation.

LinkedIn Connection Message Example:

Hey Jeff,

Saw your latest post about effective LinkedIn Marketing. Appreciate the work you put in there to summarize all your learnings!

I also saw on your profile that you work on [PROJECT]. Are you still active there? Anyways, would love to connect.


In this example, you’re appreciating the other person’s efforts while showing interest in their work. It also asks a question that increases the probability of getting a reply. 

🧑🤝🧑 Metric #4: Build Relationships

Building relationships with others is a key strategy to use the platform to its full potential. LinkedIn even assists you in finding relevant connections within your industry by introducing you to 2nd and 3rd-level connections. It also shows you the content your 1st-level connections are engaging with, which helps you find interesting people on the platform. 

Found an interesting post from your 2nd-level connection while scrolling through your feed? Leave a nice comment on their post and send them a personalized connection request to add them to your network.

💡What can you do to improve this metric?

  1. Leverage mutual connections to make the intro. When you already know somebody that can introduce you to somebody else, it gets easier to connect with strangers. LinkedIn might also recognize your efforts and reward you with a better score. Tip: when you visit a profile from a person you're not connected with, look for the highlight saying: "X mutual connections." This will show you who can give you a warm introduction to this person.
  2. Establishing trust with decision-makers. Focusing on building relationships with senior level-people in your industry. For example: If you are a salesperson on LinkedIn, it won't hurt to connect with heads of sales or marketing managers. This increases your chances of getting noticed by decision-makers in the prospect's organization. Moreover, when they hire for a new role or need your services, you'll be top of mind!
  3. Connect within your team. Pretty straightforward: add your teammates to your connections. You can also help each other by providing warm introductions. Often, it's the easiest to start from within.
  4. Periodically reach out. There is one statement from Stephen R. Covey in my head: "Follow up or fail." Don't just connect with someone and then let the lead go cold. Instead, reach out periodically and add value to nurture the relationship (especially in sales). I try to remember as much as possible when connecting with someone. If I find a relevant article they could benefit from, I send it to them.

LinkedIn Follow-Up Message Example:

Hi Dave,

Found this marketing gem on YouTube, thought you'd like it. The guy from Epic Light Media always points out interesting channels he’d like to get attention from by the end of each video:

Example 1: ** (**14:30)

He makes it funny and entertaining and goes against the expectations of the audience by explicitly mentioning that -no- one should subscribe or like.

Instead, he recommends subscribing to other channels. I think it's great because of:

1. How he makes himself stand out by doing so.
2. How he gets attention from people recognizing his mentions (and telling people to comment on their channels).


Why this works: You’re providing value through your message while also letting the other person know that you remember them and care about their interests. 

Improve Your LinkedIn Profile - for free

Inlytics offers you a comprehensive LinkedIn Analytics Dashboard to improve content performance.
Sign up now and start for free.

How To Track Your SSI Performance

Straightforward: in the middle of your dashboard, navigate to the "Weekly social selling index." You'll find a line chart visualization of the past 7 weeks (49 days). This index tracks your previous efforts. You can see at one glance how your score changed over time.

Usually, the more active you are, the higher will your score be. But keep in mind that I've never experienced a sudden rise of more than a few percentage points in one week.

Even when I had an extremely active phase during that time. That's also what I heard from colleagues and friends who use the SSI to their advantage.

Social Selling Index from LinkedIn being reported on a paper

Compare Yourself to Others - LinkedIn's SSI Benchmark

With LinkedIn's Social Selling Index you can see how well you compare to people in your network and industry. LinkedIn automatically categorizes you into one industry and compares you with others.

Some people get the wrong or inaccurate industry. You might try modifying the current position in your profile to change that.

LinkedIn Social Selling Index - Example view of my account
An example out of my account - slightly above average
Update: A few months later, engaging more with posts and expanding my network

Here is my example above! I'm just slightly above the SSI of my peers but still have a lot of room for improvement (I'm a lazy sloth). You could argue that I'm just a little more active/optimized than most people in my personal network. You also might notice that you are able to check the different colored chart-pieces, seeing where your peers are better or worst than you.

🏭 How You Perform Compared to Your Industry

In my example right here, the Marketing and Advertising industry is pretty low on average when it comes to SSI. For me personally, this is interesting but rather unhelpful in figuring out how to improve.

What would help is seeing what others do, what helps them get a higher score, AKA build better relationships on LinkedIn.

What Can You Do With LinkedIn's SSI Benchmarking Information?

Quite honestly: I don't use LinkedIn's SSI benchmarking part that much. Benchmarking is interesting to see how I compare to others, but it does not directly help me improve.

Howeveer, it can be helpful to check out the specific aspects where your peers are better than you. You might find something useful!

What Is a "Good" LinkedIn Social Selling Score?

I'd say for active LinkedIn users a score from 0-30 is below average (not so good), 31-50 is ordinary, 51-70 is above average and everything over 70 is pretty solid.

Some people manage to get 90+. I'd assume their profiles are extremely well-optimized, and they probably use Sales Navigator a whole lot.

LinkedIn SSI Score barometer that indicated how well your profile is set up
Infographic about what it a good SSI score in my opinion

The Best Alternative to LinkedIn's Social Selling Index

Did I mention an alternative?

You bet!

We built a tool that helps you improve content performance by providing you with actionable insights about your LinkedIn profile.

We do that with a variety of product features, including:

  • The content heatmap
  • Detailed post stats, like from which industry/ occupation people are
  • Extensive profile insights

And many, many more!

With that said, let's look at the SSI alternative. We provide a comprehensive (free) checklist that gives you many ideas on how to optimize your LinkedIn profile. You find it in your Inlytics dashboard under "Profile."

Curious about other things Inlytics can do for you? Check out the full walkthrough!

LinkedIn Profile Analytics and SEO stats
inlytics profile checklist (free)

Conclusion: Is The SSI Worth YOUR Time?

You guessed it: It depends on your needs. I know, I know, I know... this is not what you want to hear. But speaking out of my own experience, many people - including me - do not get many helpful insights out of the SSI.

There are interesting facts like, where I have opportunities to optimize my profile (the four/ three pillars) but after all the SSI dashboard lacks quite some actionable advice in my opinion.

That does not mean others are not motivated by using it and start improving based on the insights they get? Of course not. Its just not.. for everyone!

To make a bottom line I try to don't make a too generic conclusion. I will put it this way:

Putting time & energy in optimizing the SSI MAY be a fit for you if:

✅You are willing to invest time to figure out how to improve based on the metrics you see

✅You're not demoralized when results don't happen overnight

✅Seeing stat's rise does give you a push and motivate you to further invest in the platform

The SSI IS NOT a fit for you if:

❌You expect to get immediate results from just optimizing a few things

❌You value actionable insights more than "just" stats and figures

At the end of the day, be clear about your expectations. You may find SSI to be just the thing -- or you might keep looking to find innovative ways to change your LinkedIn game.



I help startups to validate their critical assumptions, sharpen the business case and ultimately generate traction.

LinkedIn IconTwitter IconInstagram IconFacebook IconWebsite link Icon

Want to become an author on this page? Write us here.

Frequently Asked Questions
About LinkedIn Dashboards

I answer the questions that you may still have

How Can I Increase The SSI Score?

There are many ways to improve your score with a little work. In the above mentioned examples under "How To Use The Social Selling Dashboard" I give you some ideas what you can do.

How To Get To The SSI Score?

Either you type in "" directly in your browser or you can find the dashboard in your sales navigator dashboard under "Admin" "User Reporting".

How Important Is The SSI Score?

Essentially, the SSI tells you how well optimized your profile is in terms of your personal brand/visibility. It depends on how important these attributes are to you. One thing is clear: The Social Selling Index is only an attempt to measure your activities on LinkedIn and to show you potential areas for improvement. In my opinion, the score is particularly suitable for this.

Are There More Dashboards Like The SSI?

LinkedIn provides you with a variety of different measurement tools. If you are interested in learning more about that topic, I've written a complete guide for how to use the LinkedIn dashboard. Check it out, it's worth it.

How Often Does The SSI Update?

LinkedIns social selling index is updated once a day - every 24 hours.

How Is The Social Selling Index Calculated?

LinkedIn's social selling index is based on a scale of 0 to 100 and calculated using your activities on LinkedIn. There is no clear indication from within LinkedIn how exactly the score is calculated and which action influences certain parts of the score the most. In any way,  I do not think it's important to focus on how to improve the score, rather see the score as an indication where you can better up.

All Your Linkedin Data In One Place - Stop Guessing Start Creating.

Build My Dashboard - it's free