6 things you can do to get your LinkedIn group discussions humming!

Does this sound all too familiar?

“I created a number of LinkedIn groups and promoted them on all my digital channels. I shared content and seeded discussions on a regular basis and promoted these using the share features on the group. When I did my mailers I also included links to the group discussions. I shared discussions on other groups I joined, but I am not seeing the results I expected”.

Here are 6 things you can do that may prompt more dialogue in your LinkedIn groups

1. Purpose of the group

Be very clear when deciding on a name for the group, describing the purpose of the group and what benefits members will derive from the group. The will help you set expectations up front.

2. Vet every request

Do not allow anyone to join your group without your permission. Do not be scared to turn people away. There are many unsavoury characters out there whose sole purpose is to promote themselves and their services. These people will not add any value at all.

3. Seeding and managing discussions

Group members will not start talking without the right prompts. Ask explicitly for your member’s opinion on specific subject matter. Attempt to respond to every comment and ask additional questions to prompt further discussion. Do NOT allow anyone to start discussions or make comments without your permission. This may be time-consuming but is the only way you will maintain a good standard.

4. Invite and promote

When promoting discussions with your LinkedIn connections, group members, other groups and other social networks, attempt whenever possible to invite specific individuals, subject matter specialists and social media influencers to participate in the discussion. If the conversation starts faltering, invite other individuals to join the discussion.

5. Keep it topical and relevant

Content is the most important factor in any discussion. You HAVE to ensure that the subject matter is topical and relevant.

6. Less is more!

Do not attempt to manage too many groups and conversations simultaneously otherwise you will fail. Manage a small number of groups and ensure the conversations are high quality.

Summary

Let members understand what they will get out of your group and set expectations. Vet all new members and comments made by members. Respond to all comments where possible and invite subject matter specialists to the conversations. Keep the discussions topical and relevant. Focus on quality rather than quantity.

Is there anything you would like to add to this? I would love to hear from you!

15 thoughts on “6 things you can do to get your LinkedIn group discussions humming!

  1. Taffy Williams (@twilli2861)

    David: This is very timely. I started the group STARTUPS GROUP in Linkedin a few months back. I have attempted to gain more dialogue with entrepreneurs on startups, but the discussion is minimal at this point. The group is growing and a few articles from others are being added, but actual discussion is less than i would like. I have tried most things in your list and will review a second time to see if I should devote more time to one of those items listed. Great Article.

    You might also discuss how to increase readership on Blogs. I have a blog: http://taffywilliams.blogspot.com also have a business http://www.colonialtdc.com increasing hits and reads is of interest.

    Reply
  2. Lee Traupel

    Hi David,

    Your strategy is spot on – challenges growing groups encompass:

    1) Time and labor commitment can be significant – may take 12-18 months to build a vibrant group.

    2) Cross promoting the group via other social channels (Facebook, Twitter, Pinterest, YouTube, etc.) is beneficial.

    3) Your “less is more” content strategy is critical – we are increasingly getting lower signal to noise levels in the social environment and it’s becoming increasingly harder to get “heard” above the unending smartphone chatter, with minimal value and high noise ratio.

    4) LinkedIn’s meteoric growth will continue and smart marketing for any brand or individual to administer a Group.

    Cheers……..Lee

    Reply
  3. Adrian Schofield

    Excellent advice, David. As with any group in any environment, the key is to understand that people come together because they have something in common – shared values, shared concerns, shared interests. If you start a group, you must expect to provide leadership, from invitation to convening to stimulating to governance. And you must be prepared to disband the group when it reaches its “sell by” date.

    Reply
  4. Pingback: 6 things you can do to get your LinkedIn group discussions humming! « HelenTonetti.com

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