4 Tips For Running A Valuable LinkedIn Group
When it comes to hosting a LinkedIn group, if you want to offer value and be spam-free, you must commit the resources to manage and moderate it.
Any lack of moderation could rapidly damage your image. You must ensure that people who you choose to manage or moderate your organisation’s LinkedIn group will commit to at least several hours a week.
Read on to discover some tips for building a spammer-free LinkedIn group that your prospects and influencers will be eager to participate in:
1. Have A Strategy
Know what you want to sell, and to whom you want to sell it. When you have established this, make sure that LinkedIn is an effective channel to do so.
You can identify the prospects you are going to invite to the group by setting some criteria, asking yourself questions such as ‘Who is most likely to buy these products?’, What kind of company do they work for?’ etc. You can then run an Advanced Search on LinkedIn to find thousands of prospects who match this particular audience.
Before launching, ensure you have enough content to enable you to post fresh information at least twice a week for a couple of months. The content you require is not advertising or self-promotional content, but information that is fully matched to the group theme and your members’ needs. It is important to offer members value even if they never buy from you.
A group’s content should always focus on giving real advice and information, without having any expectation in return. This regular social interaction and content sharing can position your group managers as thought leaders. After a few months, group managers will have built enough trust and positioning to be able to reach out to group members and generate leads and meetings.
3. Set Rules
New members should be sent an email outlining the rules, and they should be kicked out when they break them. Ensure that self-promotion, spam or topics unrelated to lead generation are removed. Managers should approve discussions before they’re posted.
If you are not sure about a comment or discussion topic, err on the side of caution and delete it. Group members tend to appreciate vigilance.
4. Keep the discussion active
Try not to allow one person to dominate the conversations. If one person becomes too frequent a contributor, fellow members might feel that the group has been hijacked and start to lose faith in the group owner.
Instead, try to promote discussion through personal contact, such as an email or phone call, which could ask the member to discuss a topic with you ‘in order to impress fellow members due to their expertise’ etc. This kind of group management is important for driving engagement and contribution.