No need to cue panic for this announcement. LinkedIn are telling Group Admins that they will be re-integrating group functionality back into the main fold of your LinkedIn home page. And... It's about time! For too long now LinkedIn has ruined the Group experience by locking it away and having too much control on it. Making it more difficult to find groups, difficult to grow groups and the worst thing they did was make it impossible to post in groups using 3rd party tools.
Now admins will have all sorts of new tools for engaging members of their groups. They are also planning to make it easier to discover and join groups, although what that will look like isn't yet known.
These are very welcome changes. I cannot wait to test them out and write about how to optimize them so you can be better community managers. I honestly believe the future of successful social marketing will be in how we as business owners and consumers engage with each other in communities. I am always telling the sales and product marketing managers I train, that they need to be socially selling. Not "Hi I am so and so and work at so and so and here is my product, buy it." But... really living in these communities, forming relationship, adding value to the conversations and by doing so creating opportunities to sell when the time is right.
Stay tuned... I will update again when we know more about these changes.
I am thoroughly enjoying teaching a private Marketing and Social Media strategy course at the moment. The best part is that while teaching I am able to verbalize all my strategies into all sorts of cool new mantras to explain basic principles of Marketing. In this post I will write about how I use Stop. Measure. Analyze. Strategize. as part of my "3 month cycle to guaranteed growth and lead generation using social media." How do you achieve this in 3 months?
Month 1 - MEASURE and ANALYZE
In order to get strategic you need to look at everything you have been doing historically, and how effective it was as a strategy. Set benchmarks for followers, engagement numbers, reach, type of content etc... Now look at what similar companies/people/brands in your space are doing. Who are their followers, how do they post, how do they engage, what seems to work? Make a note of it. During this month DO NOT STOP POSTING, what you actually need to do is post more, post often, change it up. This is the month to see what works and what doesn't. Not just for you, but for people similar to you. The insights you gain will help you with your strategy.
Month 2 - STEADY GROWTH
I call this the growth month. Focus now on applying the insights you have gained during your MEASURE month into actionable posts. By now you should be posting more often, in the right place, focusing on a particular type of follower/influencer. Your main goal this month is to get your follower and engagement numbers steadily growing. Why? because it means you are doing something right. Once you are getting it right applying it to a strategy will guarantee success.
Month 3 - STRATEGY, STRATEGY, STRATEGY
This is the month you can start to plan how to keep growing and turn your captive audience into a potential leads. By applying the lessons you learned in the first 2 months you should now know for sure:
Month 4 and Onwards - STOP. MEASURE. ANALYZE and continue STRATEGIZINGTo make sure you never lose sight of that not so elusive successful end-goal, never ever stop measuring, analyzing and strategizing. It is the only way to guarantee #MROI.