A 2006 e-mail invitation from a colleague was my introduction to LinkedIn®. Three short years ago there was no ‘LinkedIn® for Dummies’ and no webinars, so I learned by poking around and exchanging tips, discoveries and strategies with colleagues and other LinkedIn® users. I also watched profiles of people who were becoming power users. I recall looking at one profile in particular and thinking “why is that profile so long? And “are they trying to impress people with the number of groups they’re in?” The power of using LinkedIn® is being connected to a LOT of people in diverse markets and segments. And one way to multiply your connections exponentially is to strategically select groups to join. Also, a group is a great way for colleagues with a common interest to stay connected and informed.
How to find groups?
Go to the Groups tab in the toolbar; then Group Directory. A “Search Groups” box allows you to enter keywords, category and language. Which groups to join? Depending on your industry or market, I typically recommend three or four categories.
- My current Industry/Market. Look for groups by industry -Flexo, Gravure, Packaging, printing, converting, machine shop, or manufacturer. Search LinkedIn® for customers and vendors you currently do business with. Are any of them in a group you need to learn more about? Expand into? Join the group. If it doesn’t add value or is inactive, disconnect from the group.
- Adjacent Industry/Market – suppliers by product or service (chemicals for ink, machinery for equipment, machining or tool & die; packaging, converting or printing)
- Academic or Alumni /Association – RIT, Cal Poly, FTA, TLMI. Most schools have alumni groups. Join the LinkedIn® group of a school that partners and/or does research, beta testing or is a seed school for your industry.
- Geographic City or Region – Milwaukee, Chicago, Great Lakes, Southwest, etc. Think of a regional LinkedIn® group as you would your golf league or softball team – the colleagues, partners and friends you see on regular basis, share information and tips, etc.
How many groups to join?
The answer to this question is determined by your business goal in using LinkedIn. Do you need to survey a wide audience, need many contacts for product development or looking for leads? Then join the maximum number with the free account – 50. Keep in mind – you can go to your Group settings and select to show or hide each Group name on your profile. Again, you can always leave a group if it isn’t active or doesn’t give you the information or networking you’re looking for.
What to look for in a group?
A good group will be relevant to you and/or your business, adds value and allows you to add value to it. How many members does it have? Does the group owner/manager regularly post discussion, current news and/or events? Are jobs posted to it? Can you find industry peers?
Start Your Own Group
If you don’t find a group of particular interest after searching under several different key words, or you’re starting a new industry/professional group/association, create your own group. Go to Groups, Create a Group. If you don’t already have a group name – select a name that’s relevant, identifiable, can be found easily by keyword search. Upload the logo if you have one. Select group type: Alumni, Corporate, Conference, Networking, etc. Write a summary – who is it for and what’s the benefit of joining your group? Include the web address. Determine if the group is closed (is a paid membership required to allow an individual into the LinkedIn® group?); does a request to join the LinkedIn® group require review or will a request result in automatic membership. Select the language and location. Do you agree to terms of service?
NOTE: once you create a LinkedIn group, set aside time regularly to post discussions, news articles and/or events. If your group is huge or covers a lot of territory, select a couple group managers to maintain activity on it. It’s no fun to visit the “club house” if no one’s there to share news and stories.
Remember, LinkedIn® is all about relationships. If you haven’t explored Groups yet, jump in, spend a little bit of time each week looking for groups as outlined above, and join in the conversation.
Happy New Year Everyone!
About the Author:
Mary Mekelburg is a Social Media Coach. She has presented the mechanics and strategy of using LinkedIn to Small Business, in an academic setting and to job seekers. Having experience in the corporate world, non-profit and small business, Mary can relate to the needs, requirements and constraints of each; as well as propose strategies to help an individual or company stand out. Mary has found that working with individuals on their own pc/laptop is an effective way to increase familiarity and build confidence in using Social Media.
Mary lives in Theresa, Wisconsin near the Theresa/Allenton Marsh with her husband Dick, and kitty, Jenga. Mary most recently worked at QuadTech, a Quad/Graphics subsidiary where Mary spent the better part of three years immersing herself in the ‘how does it work?’ segment of package printing. She enjoys connecting with people, following Social Media trends closely, reading and bird watching. Connect with Mary at www.linkedin.com/in/marymekelburg.
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