Tip: 6 Lessons For Building A Highly Engaged LinkedIn Group

by Jason Keath on Feb 11, 2015
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Social Fresh Tips
Community is a truly under-utilized instrument in the social marketer’s toolkit. Keeping customers and potential customers engaged in conversations that your brand hosts, takes part in, or can learn from is incredibly valuable.

Whenever I see a great example of a brand hosted community, I like to find out why it is working and share those insights.

Rarely is that work done so well for me by the brand itself, but Kapost is the exception to that rule. There is a great Kapost blog post here, from the smart Andrew Coate, that spells out 12 lessons he learned in building out their content marketing focused LinkedIn group.

This group has over 15,000 members (as of Feb. 11 2015) and is the largest of its kind. Andrew and Kapost has done an amazing job of creating this community.

Kapost group national presence

But one of the trends from his 12 lessons that I think is the most important is the investment Kapost has made in this group. They are paying a community manager to keep this group healthy and growing. They are paying for ads to promote the group. Other Kapost team members invest time in growing the group and keeping the content fresh.

Community requires investment of time and money. Just like any marketing that is worth doing.

Here are the top takeaway from the Kapost Content Marketing group on LinkedIn:

  1. Conversations: Focus on increasing conversations per group member, not the number of group members
  2. Social Ads: Use social ads to promote your community
  3. Ban Links: Do not allow links and self promotion in the group (again, focus on conversations)
  4. Be Brief: Ask “single, brief, direct questions” – it’s a skimmer’s world
  5. Prune and maintain: Clear out and/or engage content on a regular basis
  6. Get Personal: Send personalized invites to bring in new members and welcome each new member

Read the full list of lessons and Andrew’s full account here.

Post Author

CEO and founder of Social Fresh, the social media education company. Jason is a social media consultant, a social media speaker and industry analyst. He consults with corporations and agencies on social media strategy, building community, and influencer...

  • Matt

    J, Love this blog post! Social Fresh is helping me learn about social from scratch basically. Love the pod cast, great guests, and lots of actionable content.

    Have a great day, @MattF5A

  • http://www.openaccessbpo.com/blog Alistair Roque

    Thanks for leading me to Andrew’s post, Jason! I couldn’t agree more about community building being an investment of time and money.

    Many organizations are scared of shelling out resources and instead resort to waiting for great results before they begin investing full time. I think, as long as you direct your efforts to the right avenues, risks are worth taking when trying to build an online community, especially since you need followers to advocate for your brand.

  • http://www.davedelaney.me/ Dave Delaney

    Great post, Andrew.
    I’m strict about links in my group. If someone posts one, they must give it context to having a discussion. Why are they sharing this? What do they think about the topic? Do they agree/disagree with the author?