How to Create and Manage a Successful LinkedIn Group?
Marketing started as a monologue where brands broadcast their messaging, and consumers were considered passive receptors. Enter web 2.0, and we saw that consumers began voicing their opinions and feedback. Web 2.0 was an era where the consumer was no longer passive but an active participant in the brand's trajectory.
Today we witness the social age defined by communities. These communities also influence the brand image. Thriving brands and individual professionals build communities or are a part of them.
LinkedIn Group has emerged as a successful platform that helps in building communities.
What are LinkedIn Groups?
LinkedIn defines groups in these words:
“LinkedIn Groups provide a place for professionals in the same industry or with similar interests to share their insights and experiences, ask for guidance, and build valuable connections.”
We can also describe it as a trusted place for professionals to get support, share valuable content, seek advice, and build meaningful relationships.
What is a Community?
A common definition of a community is as follows:
A group of people with diverse characteristics linked by social ties share common perspectives and engage in joint action in geographical locations or settings.
We must acknowledge that humans are social beings. Therefore, being a part of a meaningful community is essential for our mental health.
Building Network Vs Building Community
There are a few distinguishing aspects between building networks and building communities.
Networks focus on objects and opportunities and are more task-driven without emphasizing the human factor. Members ask themselves a question: What’s in it for me?
Building a cohesive community however can be possible only when members' mindset shifts from Me to We.
That shift happens in LinkedIn Groups.
Communities focus on people and the quality of interaction where members share the same values. The individuals involved feel a shared sense of trust and connection. Communities are about placing personal success in harmony helping others to succeed. Members ask themselves a question: ‘How can I contribute to the wellbeing of others?
Why is LinkedIn Group Important for your business?
The evolution of social media within the last two years resulted in the growing importance of self-selected communities.
People join LinkedIn Groups for many reasons. The most important is to increase industry knowledge, build the brand, and find like-minded people. If you are a B2B organization, Linkedin Groups are the best way to connect and bring communities together.
LinkedIn Group is the place where the audience engagement is higher. The community built within the group is already preselected based on interest.
Data shows that continuously growing LinkedIn is a place to be. In 2022 the user base reached 756 million members. Creating LinkedIn Groups increases the size of the brand network. It makes it easier to be found by the target audience.
Managing LinkedIn Groups gives you powerful tools -community management features that are not available on any other social platform. It allows you to send a weekly digest of all activities in the group to your members and an admin announcement email to your members every week.
How to Make the LinkedIn Group Successful
The name should be specific and reflect the need of the target audience.
The more focused your niche is, the more attractive your group should be to those people when they find it.
The custom logo and cover image should not be accidental but well planned and look professional.
The LinkedIn group logo should be no smaller than 60 x 60 pixels. The size for the cover image,1776 x 444 pixels, works best. It is important to remember the format of the files - recommended JPEG or PNG.
Use the ‘About This Group’ space wisely
The About This Group section allows you to determine the purpose of your group, define the expected content and describe who can benefit from joining it. Make sure that you use 2000 available characters - the more precise information, the more accessible it is to find the group for others.
Help your community grow
Use the Join Group link on other social networks. You can add the link to your email footer or your website.
Find the niche
There are over two million Groups on LinkedIn. Do the research and identify a gap or a topic of interest that is not explored.
Establish your authority from the get-go
Releasing valuable content through LinkedIn’s publishing tool will help you establish yourself as an expert in the domain. Make sure that you build relevant content to your Group's interests.
Build a community of quality
When creating a Linkedin Group, describe the membership criteria so that everybody feels they are in the right place. The next step is to create valuable content that members would appreciate.
Engage your audience
You need to act on engaging the members with compelling discussions. The best way is to ask relevant questions and actively participate in discussions.
Welcome every member
The reason people join a community is to be seen and validated. Make sure you welcome everybody who decides on joining the Group.
The most important rule to remember is to be authentic. People are looking for genuine communities to be a part of. Remember, the quality of the audience will be only as good as your effort.
So if you need help getting your tribe on Linkedin, write to us at email@example.com