How do you get on with LinkedIn groups?
Time was, when a LinkedIn group was in the top 4 weapons in your social media armoury, along with tweeting, blogging and Facebook. A ‘group’ brought people together around a subject so they could chat and share ideas in a non salesy way. I joined a handful about social media, and played a part in setting up several others for clients.
But now I have got stuck on a problem. My latest group is not growing. It is stunted and despite lots of tender ministrations and lovely high quality content, it is not finding an audience.
Are the days of a great group gone?
Well let’s look at the facts. The groups that work well for me are the ones where we are genuinely occupying a niche. The specialist recruitment group has hundreds of members and over the past 6 months by focussing on getting the content right, it has started to generate good levels of engagement from other group members. A success! Another even more niche group is to follow!
But over at my cloud computing group things are static. These are the problems;
- The members all work in the computer industry and are primary LinkedIn contacts, rather than target audience, which is a different crowd altogether.
- The content is aimed at people who work in a diverse range of professional services and want to learn about cloud computing, but don’t know much about it yet.
- Therefore the content is not finding the right audience.
My suggested remedy is to change the group’s name so that it reflects the type of people I want to join, perhaps using the phrase ‘a beginners guide’ or ‘how to’ – then I need to line up some content that really matches the name change before setting to and publicising it.
I still have faith in LinkedIn groups, but I think it is harder to get an audience – especially in areas like computing where the competition is tough. What is your experience with Groups and do you think the strategy I have outlined above is going to do the trick?