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.