Social media groups have become a popular way for communities to stay connected, and with the rise of branded Facebook Groups and LinkedIn Groups (along with new features), brands have new opportunities to connect with their audiences. LinkedIn, the leading social media network for professionals to connect, currently has over two million groups on their platform. Since this feature rolled out, our team has been managing several LinkedIn Groups for select clients, learning and adapting new strategies along the way. Below, we’re breaking down several tips we’ve gathered when it comes to executing LinkedIn Groups for brands.
Laying The Framework for Your LinkedIn Group
As you begin to put the group together or are evaluating your current group, the first step should be defining a set of rules for the group and ensuring the description is clear. By having a laid-out description, those who are requesting to join your group can know exactly what to expect.
In the rules section, you can build out what topics are or are not permitted and how you further define what you’d like the group to be about. The rules section can also dictate what type of content (inappropriate, off-topic, etc.) will get users removed from the group.
One rule we’d really recommend is not permitting any type of sales messaging. It’s extremely distracting on the feed and can deter people from posting actual comments or questions if they realize the group is all about sales.
Monitoring Group Conversations
To be sure members are not posting off-topic posts, we recommend turning on the option to ‘require new posts be reviewed by admins’. Not only does this help to moderate the conversation and controls how many posts are going into the group per day, but it also prevents spam-type content from flooding the group.
A great LinkedIn Group feature that admins have is the ability to recommend posts via push notification. Every member of the group will have an alert about a suggested post and my be more inclined to interact. For LinkedIn Groups that we’ve managed, we’ve noticed a significant uptick in engagement when utilizing this feature.
Creating Branded Group Content
When creating content for the group, use a clear call-to-action that can really get conversations started. Asking group members’ opinions, to share their own experiences or advice are simple ways to start the interaction. Once you can gauge what the group members are wanting or willing to talk about, CTAs can be tweaked. The members have joined the group for a reason, give them a reason to stay and participate.
Staying Devoted to Your Strategy
Finally, really take the time to think through the strategy of the group. Devote time, cultivate the group, and don’t let it fall to the wayside. It’s easy to set it and forget it, but professional groups may have a harder time often getting off the ground on their own since there are so many areas to cover. You can have hundreds or thousands of people in the group, but without meaningful conversation, it’s just another group crowding the feed. The goal is to make it exciting, educational, and conversational.
If you’re interested in learning more about boosting your brand’s groups, contact our team using the form below!