LinkedIn then quietly pulled the Groups app in February this year, as it announced plans to integrate the feature. “Everything from the news feed to notifications to search, these things move at a fast pace, and the minute the apps got separated the main app innovated at a much faster pace and became more advanced than the standalone Groups app.” “Being a standalone app, Groups was not able to take advantage of the overall LinkedIn ecosystem,” Pattnaik said. And LinkedIn itself, it seems, was finding it a challenge to continue updating the app, even as LinkedIn itself was getting enhanced with new features. In the wake of the changes, reports started to surface about how the moves stifled usage of groups, turning the platform into what some were calling a ghost town. And on the part of LinkedIn, it would help the company focus on developing features specifically tailored to the Groups experience.īut the move did not go down well. The bigger idea was that, with some 2 million Groups already on LinkedIn, users would be able to dedicate more time to posting, reading and managing (if they were admins) those groups, and creating new groups, once they were in their own app. Included in the changes, Groups were made private with the aim of reducing some of the spam that people were posting. In 2015, the company hived off an updated version of Groups into its own standalone app. The moves come nearly three years after LinkedIn tried another approach to put some more wind into Groups’ sails. The company is relaunching Groups by rolling it into its main app by the end of the month after quietly pulling the standalone app earlier this year, and it will be streamlining the service by cutting out several features, including an ability for Group administrators to pre-moderate comments and a way to email send Group posts as emails to the whole group, while also adding in new features like threaded replies and the ability to post video and other media.Īn announcement detailing the changes was sent out to a select Groups power users earlier today, and we have confirmed the details with LinkedIn directly. Mitali Pattnaik, the product manager for Groups, said that some of the discontinuations - such as the ability to approve posts before they are live - are temporary and will make their way back to the app in some form over time. Users can join up to 100 groups on LinkedIn, and you should join every group that seems relevant to your prospects' interests - especially those where you can provide meaningful content.LinkedIn, the Microsoft-owned social networking platform for the working world with over 500 million users, is making a significant change as it continues to look for ways to make its platform more useful (and used). The stronger your company's presence on the site becomes, the more that percentage figure increases. Just having a LinkedIn presence makes a company 70 percent more likely to get an unexpected sales appointment. Areas of deep engagement exist all over the site, and if you can identify and contribute to these groups in meaningful ways, you'll be positioned to reap significant rewards.ģ. With LinkedIn's Discover tool, you can easily find some basic statistics about any group and request an invitation, if that's desired. So, make sure the content you share with a group is geared toward its specific interests and is relevant to its collective pain points.ĭata regarding group size, user demographics and the average level of interaction with content will indicate whether a group is worth your time to focus on. Nearly half of B2B buyers view between three and five pieces of content before they ever speak to a salesperson. Because group members already share a common purpose, the best content creators in any group will attract the most eyeballs and, in turn, the most interested leads. Related: How to Build Your Own Online CommunityĢ. By taking this initiative, Swip created not only a forum, but also a magnet to bring prospects' conversations right to its doorstep. That group, Midwest Manufacturing Leaders, enabled the company to address the issues its prospects most wanted to discuss. Swip Systems, for example, a custom softweare-development company, gathered data about what its clients wanted to talk about and started a LinkedIn Group. Conversations revolving around pain points and exciting opportunities reveal more specific information, which allows you to narrow your target to people experiencing complex problems in real time. Job titles, location, age and industry all tell a basic story. Market intelligence allows you to treat LinkedIn Groups as you would any other sales demographic. When attempting to influence a group, ask yourself, "What are my prospects' industries and interests, and what groups correlate with those?"
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