Driving Visibility and Engagement: A One-Year Review of the LinkedIn Dissemination Strategy
After its first year of implementation, the project’s LinkedIn dissemination strategy has demonstrated solid performance in increasing visibility, strengthening institutional positioning, and engaging key academic and professional audiences. The 2025 Dissemination Report provides a comprehensive overview of results achieved to date, combining quantitative metrics with qualitative insights to assess what worked, what didn’t, and where the opportunity lies next.
A Strategic Approach to Digital Dissemination
From the outset, the communication strategy was designed to align closely with the project’s core objectives: increasing the visibility of project activities and results, reinforcing institutional and European positioning, and fostering engagement among academic and external stakeholders. LinkedIn was selected as one of the dissemination channel due to its professional focus and its strong relevance for researchers, higher education professionals, and institutional decision-makers.
Content planning focused on clarity, consistency, and relevance. Posts highlighted project milestones, cooperation within the European University Alliance, events, and calls for participation, ensuring that dissemination was not only informative but also action-oriented.
Target Audiences
The campaign addressed well-defined target groups whose profiles directly align with the project’s expected impact. These included researchers and faculty members, graduate and doctoral students, early-career scientists, higher education professionals, and strategic decision-makers within universities. This segmentation allowed the project to tailor its messaging to audiences that can actively benefit from, contribute to, or support the initiative.
In corporate terms: the right message, delivered to the right people, on the right platform.
Performance Highlights: Metrics That Matter
Between February 26 and December 31, 2025, the project published more than 30 posts on LinkedIn and gained over 450 followers. Organic reach exceeded 24,500 users, demonstrating strong visibility without reliance on paid promotion. Engagement metrics further confirmed the effectiveness of the approach, with more than 980 likes, 80 shares, and over 20 comments, resulting in an engagement rate of 7.1%, a healthy figure for institutional communication in the higher education sector.
In terms of traffic and interaction, the campaign generated 40,510 impressions and 1,846 clicks, producing a click-through rate (CTR) of approximately 4.55%. These numbers indicate that the content not only reached a broad audience but also encouraged meaningful interaction, a critical success factor for dissemination strategies aimed at long-term impact rather than short-term visibility.
What Worked Well and Why
Several strengths emerged clearly from the first year of activity. Regular institutional presence on LinkedIn reinforced strategic positioning and ensured continuity in audience engagement. Content aligned strongly with project objectives, particularly when showcasing partnerships, European alliances, and project outcomes.
Challenges and Risks to Address
Despite overall positive performance, the report highlights areas that require attention. Engagement levels varied significantly depending on content type, with some posts generating limited interaction. Additionally, as content volume increases, there is a risk of saturation, which could reduce audience attention over time.
External factors also play a role. Competing projects and institutions often target the same audiences, making differentiation and relevance essential to maintain visibility and engagement in an increasingly crowded digital landscape.
Opportunities for Growth and Optimization
Looking ahead, the report identifies clear opportunities to scale impact and improve performance. Expanding reach through targeted collaborations or promotional activities could attract a broader and more diverse audience. Establishing clear KPIs for impressions, clicks, and CTR would allow for year-on-year performance benchmarking and more precise strategic decision-making.
Further analysis of high-performing posts will enable the team to identify optimal formats, topics, and posting times. Increasing the use of interactive content such as: videos, polls, and case-based storytelling, is expected to boost engagement and strengthen the connection with target audiences.
A Strong Foundation for the Future
In its first year, the LinkedIn dissemination strategy delivered measurable results, validated core assumptions, and generated actionable insights. The campaign successfully established a credible institutional presence, reached thousands of relevant stakeholders, and created a solid data-driven foundation for future growth.
The takeaway is clear: the strategy works. With targeted optimization, sharper KPIs, and continued focus on high-impact content, the project is well positioned to expand its digital footprint, deepen engagement, and maximize dissemination impact in the years ahead.
