They can be spammy, unfocussed and self-promotional, but when you handle them correctly, LinkedIn Groups can be a truly effective marketing resource.
By Kirsty McMahon,
When the industrial sector entered the early stages of the fourth industrial revolution, Stone Junction set up a LinkedIn Group to give professionals a platform to share their knowledge. After all, technology is advancing at the most rapid rate in history, creating great challenges in adopting new tech in an effective and useful way.
As Marina Gorbis, executive director for the Institute for the Future, said in an article for the New York Times, “… technologies are emerging faster than our institutional capacity to adapt to them.”
One of the most straightforward ways of tackling issues like this is to create discussion points with others in industry to change the way we interact with and respond to new tools like artificial intelligence (AI) or collaborative robots.
A carefully managed LinkedIn Group, like industrial and engineering marketing professionals, is a great way to begin, steer and stay involved in these discussions. It will position your company as a brand focussed on the future of industry, showcasing your dedication to your customers and other stakeholders.
It also has the added benefit of allowing you to grow your company’s network of useful contacts and provides an avenue to showcase your success.
The following points will help you get a group off the ground and keep full of interesting talking points:
- Set up your group with a name and description that does what it says on the tin, this will make sure anyone joining knows what to expect.
- Create a group policy that clearly outlines what members can and cannot share in the group. Outlawing sales messages is a good way to exclude spam.
- Vet all members applying to join your group. Are they real people? Are they working in a suitable field to offer insight valuable to the group?
- Monitor the group closely. Where you can, set up a team of moderators to remove irrelevant posts and keep an eye out for abusive comments or content.
- Share your own content! Don’t forget to start discussions and interact with others in the group.
Kirsty McMahon is the client strategist at industrial PR agency Stone Junction