September 18, 2014

Popular Content to Share in LinkedIn Groups

how to share content in linkedin

Most LinkedIn experts will say that participating in LinkedIn groups is the best way to get new business, develop joint partnerships and create and deepen connections. This is because if you want to build solid online relationships, you need to find places where you can continually add value and engage in conversations with members of your target market — and that’s what LinkedIn groups allow you to do.

I’ve previously written about how to choose LinkedIn groups to join, as well as how to create a LinkedIn company page. The next step is to determine how to share content in LinkedIn groups successfully, to maximize your opportunities and provide value.

How to Share Content in LinkedIn Groups

What should you post?

Certain types of posts are more popular, and increase your exposure. Below are some examples:

1. Comment On and Share Popular Posts

Discussions in LinkedIn groups with many comments and shares tend to get the most visibility. This is a way for you to connect with the person who started the discussion, as well as those who have participated in the discussion.

So begin engaging with other LinkedIn community members now by commenting on and sharing popular posts on LinkedIn.

2. Ask a Question

People love to help. Asking a question allows others to not only help you, but connect with you.

This is best done after you’ve spent some time observing the discussions in your group. You’ll begin to see a pattern for the types of concerns and information shared.

Some groups feature discussions asking for help dealing with issues. Others include posts where folks are asking for vendor recommendations. Still others are looking for input for articles. Some include all of these types of discussions.

Posting popular types of questions will increase the likelihood of engagement with group members.

3. Post Your Own or Shared Articles, Videos, Etc.

This is actually a tricky area.

One of the complaints of LinkedIn group members and managers is that group members often use LinkedIn groups as a “content dumping ground.” While it’s easy to post articles and videos, it should not be the primary way you participate in groups. Groups are meant to be forums and exchanges of information.

When you do occasionally post informational content, make sure that it’s relevant to your group. Also keep in mind that studies show that updates with images and videos receive a 98% higher engagement rate, and a 75% higher share rate, respectively.

Further, 64% of LinkedIn members expect content updates to be both informative and insightful. Make sure your information answers a question or solves a problem for members.

Whatever you do, don’t make the post “sales-y.” It’s not only a turnoff, but a no-no in groups.

How Often Should You Post to a LinkedIn Group?

Visit each of your top groups several times per week or it will be difficult to keep up with discussions. Keep up with the conversations you’re participating in and add value continuously.

Taking the time to strategically participate in LinkedIn groups will help you develop new business opportunities, joint partnerships and create and deepen connections.

Start using these tips on how to share content in LinkedIn groups today and you will be on your way to successful participation.

Group Discussion Photo via Shutterstock  

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Margie Zable Fisher


Margie Zable Fisher Margie Zable Fisher is the President of Zable Fisher Public Relations, helping small businesses connect with clients and potential clients online and offline through Public Relations, Social Media and Marketing. She offers free, award-winning tips at Zable Fisher Public Relations.

10 Reactions

  1. A LinkedIn Group is a great venue to do some promotion. For one, you are sharing content to your target market (that is if you joined the right group). Then, you can also gain some friends so that you can increase the response rate of your posts. It all boils down to how you use the social medium.

  2. LinkedIn is one of those networking platforms that I still haven’t gotten the hang of. I therefore appreciate the tips you’ve shared as I think they’ll prove useful once I decide to get my feet wet. Thanks.

  3. Soooo… sharing content in LinkedIn groups is pretty much the same as sharing content with your Followers in Twitter and your fans in Facebook, at least as far as what you share?

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