LinkedIn groups as a brand awareness tool

linkedin groups optionLinkedIn groups are really useful when it comes to let yourself be seen by people and learn A LOT. If you have the habit of writing on LinkedIn groups in a daily basis you probably have noticed more views in your LinkedIn profile and even some petitions to connect. No matter if you are developing a personal brand or a company brand, LinkedIn groups is a must have in your social media strategy.

I’m sure that a lot have been written about this professional site but I came to realize that not everyone is using it, and I really wonder why. When I say not everyone is using it, I of course mean some of my closest friends and people I know that can’t be found at all in there.

Compared to the two other big networks Facebook and Twitter, LinkedIn has less active users than those two (More than a billion for Facebook, 200 million Twitter, 160 million LinkedIn) The main reason is probably that most of the people joining just fill up their resume and leave it there forever. But I’m thinking other big reason for this is that they probably don’t know what they can find on LinkedIn – same as me before joining.

But I want to focus on LinkedIn groups today as I think is one of the biggest tool this website has and sometimes is underused.

Getting started

First of all, you’ll want to find useful groups, as there are some that are not really used. There’s any kind of group you would think of, so you’ll probably find what you want. In most of them you can check them a bit before deciding to join. In some LinkedIn groups you might have to wait few hours until that group moderator gives you the member status after you apply.

Number of people and frequency of posts and engagement is what you should be looking for while looking LinkedIn groups. Later on you will find out if those posts and comments are actually useful or are a bit spammy. I found many groups in which posts were all about trying people to buy stuff – That’s a big NO. On good LinkedIn groups you will see that the rule of not promoting yourself too much and try to truly connect with people inside the group is applied as in many other social networks.

Take part in conversations!

Once you’re in a good group, you want to start writing. At first I recommend joining already existing conversations and write comments there so people start getting used to see you around. And I mean USEFUL comments. Don’t just write “I completely agree” or “Nice article”. For that you should just use the “like” option as in Facebook in case you can’t find anything worthy to say. This shouldn’t be hard though. Read the information posted and you will  be able to relate it some experiences you had in the past related to it, or maybe you might be able to share your insights about that topic. Maybe giving new information or a different point of view.

Start your own discussions

Once you’ve done this and you are comfortable with the kind of information that is usually shared in that particular group, you might want to start some conversations by yourself. This can be done by asking questions (for instance: Hey guys, what do you think LinkedIn groups are good for?), sharing articles/news, etc. If you are able to engage some people, I would suggest to look at their profile and if you feel like it, send them LinkedIn invitations. Just, please, don’t send the default one “I would like to connect with you”.

Also you will start realizing who shares the most useful information, who gives good insights and who answer your questions/comments more often. You totally want to connect with them as well.

Top contributor status

And lastly, if you have been doing this you probably will earn the right to be a “top contributor” in that group. You earn this status by writing comments, starting conversations and getting comments on it, etc. This shouldn’t be your ultimate goal as it will be a consequence of your strategy, but it actually helps as your profile will be shown on the right side of that LinkedIn group.

Top contributors on LinkedIn groups


The only downside of a Top contributor is that sometimes there are people who actually doesn’t contribute much to the group. One example I remember was a guy who started a really cocky and pointless conversation and the rest of members started writing there trying to be nice and tell him he did something wrong. A kind of war started between some of the members discussing something totally different and that guy disappeared. Anyway, as his post had so many replies, he got “top contributor” status in a few days, which I don’t think it actually represents what was going on. Anyway I still think being top contributor on LinkedIn groups is a nice thing and luckily this kind of situations are not common.

Conclusion and some useful groups to start with

If you follow these tips, your name will start being known amongst other members as an expert or someone with very valid ideas. So as I said, LinkedIn groups are really good for personal awareness and in consequence your business will benefit from it as well.

Lastly, I would like to recommend some social media and blogging LinkedIn groups I’m in and I find really useful:
Copywriting Training: Insights for Copywriters, Marketers, Advertisers, Bloggers, and Journalists
The Blog Zone – A community for bloggers
Social Media Marketing Spain (Spanish)

B2B Marketing
Social Media Marketing

If you check my profile and you like what you see, don’t doubt on connect with me on my LinkedIn

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