How to Build a Successful Linkedin Group
LinkedIn has grown to become the world's most popular professional social network, and is now used by millions of business people for networking and for developing a personal brand.
LinkedIn Groups are a powerful tool that can greatly enhance individual and business capability in both these areas. LinkedIn Groups can connect like-minded, skilled individuals that might not otherwise have had the opportunity to get together. They offer an opportunity to interact, share experience and ideas and establish an online brand for professionals that might have previously struggled to do so. But there are thousands of groups on the site, with more appearing all the time, so building a successful group is going to prove more and more difficult.
For individuals looking to develop a successful LinkedIn group there are a number of areas to consider.
Identify the gap in the market
There is far less chance of building a successful LinkedIn group if you are simply going to set up a group that replicates or duplicates the interests covered by another group. Starting a group in an area of popular interest is going to be all the more difficult if there is competition. That doesn't mean that you cannot start a group in a popular field, but it needs to be narrowed down to cover a new niche in the market. Consider location or business type in establishing the niche. A group dedicated to looking at the opportunities for social marketing in small or home-based businesses, for example, would have a better chance of success than a group dedicated solely to social marketing.
Choose the right name for your group
The name of your group is crucial, because your success in search marketing will depend on SEO, driven by key words. Your group name must contain the key words related to your industry/field and any qualifying descriptors that identify the niche to which you are responding. Clever, creative names that might, for example, be a play on words, or deliberately alliterative may sound good but are less likely to attract search engine interest. You must also ensure that visitors absolutely understand what they might bring to your group and what they might get out of membership. Stephanie Sammons warns against the problem ofambiguous/unclear namesfor LinkedIn groups, saying, “in those groups there is no real focus or value for the member.”
Make the group public but approve all applications
Your group should be set up so that all posts are visible publicly, as this will ensure that any discussions and shared articles are positioned to appear in search engine results. This can be one of the most effective ways to attract potential new connections. Membership to the group should be by approval, however. The quality of the content of your group is very important, as it will drive the objectives of having the group in the first place. You want to be confident that all members will contribute in the right way. Janet Fouts, writing on the Social Media Coach website, recommends sending new members awelcome email, outlining the benefits and content of the site and encouraging them to get involved.
Actively manage the group
The group will not run itself. As the group leader, you should ensure that there are always plenty of active discussions, and that these discussions are managed in the right way. You should encourage new members, thank active members for their participation and invite new members as appropriate. Ensure that discussions remain on-topic, and that individual members do not self-promote or bombard the group with messages, as this will discourage people from contributing further.
Look for new opportunities
The group will quickly grow stale if the same people are running every conversation and if the group operates in the same way. Encourage the group to engage with people in a variety of ways, through webinars or online chat sessions, for example. Run polls and ask plenty of questions to stimulate participation. If appropriate, link to offline events where members of the group can meet for real. Invite members that you have identified through industry experience and/or role requirements to keep the group fresh.
LinkedIn Groups have a strong reputation within business networking circles, and many LinkedIn members belong to multiple groups. In an increasingly competitive arena, however, it is the strongest, best-managed and innovative groups that will continue to thrive and see the greatest benefits.
