Starting at the end of August, LinkedIn users will see significant new changes to LinkedIn groups — both on the main website and the mobile app. The aim of these changes is to improve engagement, particularly in group discussions. This should give groups a more important role on the platform.
What Changes You Can Expect to See
It will be easier to access any group from your LinkedIn homepage. You’ll also see more group conversations in the newsfeed and receive notifications about group activity.
You’ll be able to reply to comments, edit posts and comments, and post native video in groups.
New Admin Roles
Due to user reports that current admin roles are confusing, LinkedIn is simplifying the hierarchy by just having owners, managers, and regular members. Current moderators will become regular members, unless group owners promote them to managers.
Notifications Instead of Emails
LinkedIn is ceasing the use of admin and auto-generated group emails, including digests, automated templates, and announcements. Instead, admins will be able to communicate with members through notifications.
You can find out more about these updates and stay up to date with later changes by heading to the LinkedIn Help Center.
How to Take Advantage of LinkedIn Groups
These changes hopefully mean more effective and meaningful interactions and benefits within the LinkedIn social network. Here’s how you can take advantage of LinkedIn Groups for your business purposes.
Find More Customers
If you are on LinkedIn for marketing purposes, you are not making full use of your presence unless you are active in groups. Provided you follow the group rules, engage in conversations naturally, and refrain from simply promoting your business, groups will be a valuable way to gain visibility, educate users on your offerings, and ultimately gain leads and customers.
Learn About Your Audience
The better you know your customers, the better your marketing can meet their needs. You can learn more about your audience by posing relevant questions on LinkedIn groups. Ask for feedback, question users about what problems they have or what they are looking for in a service, and find out more demographic or psychographic information. As well as starting discussions, you can create polls with up to five answers, which makes it easy to aggregate information.
Expand Your Employee Advocacy Program
LinkedIn is one of the top platforms to use for an employee advocacy program. For one thing, employees tend to use their profiles for work-related purposes anyway. For another, they are likely to require no incentive, as it is beneficial for them to improve their professional image on the platform. Rather than just asking employees to share your content, encourage them to take an active role in groups and demonstrate their expertise.
Starting a Group
If there are currently no groups covering your niche or you feel like you have something to add, create your own group. You can set one up in no time.
Click the “Groups” icon at the top right corner of the page. This will lead you to the Groups homepage. If you don’t see this icon, click the “Work” icon and then select “Groups” from the menu that appears.
Click the “My Groups” tab and choose “Create group” from the options on the left.
Give your group a name and description. If you want, you can also set group rules to define who should join and what kind of content members should post. Finally, decide if you want a standard group (where all members can invite others and your group is visible in search) or an unlisted group (where only the owner and admin can invite members and the group will not appear in search).
Click “Save Changes” to finish creating your group.
If you’ve never joined a LinkedIn group, now is the ideal time. Join an existing group or create your own — either way, you’ll start making more of an impact on the platform.