BEING a typical data driven marketer, here’s a feature that us marketers and social media enthusiasts can REALLY make use of.
Have you ever wondered whether the people in your Linkedin group are trying to sell you stuff or listen to what you have to say? Are they local to you or are they from the other side of the world or even Kepler 22? Are they within your target audience or are you actually in theirs?
The Group Statistics feature enables you to start to find out more about the people you are sharing with. There are several uses for the data and this is not just restricted to those you share with online, though this guide is for online use.
Step 1: Visit a Linkedin Group and look for this box, on the right side of the page.
Step 2: Now that the magic has begun, here’s what to look for when building your Linkedin Group strategy and what the different tabs mean
1. Seniority – What level of seniority do the group members have?
Are they Directors, Owners, Managers or something else? If your group is mainly ‘Entry’ (whatever that means??) and you are supposed to be engaging with senior decision makers, it may be time to join another group with more relevant people.
2. Function – What job function do they have ?
It might be surprising to see how many sales people are members of a Finance or CEO specific group! This data will help you to find relevant peers who you want to engage with.
Head for groups which contain relevant people rather than relevant Group names. Some groups are run by companies who are trying to sell you stuff all the time and have little to do with the actual group title.
3. Location – Where are the members based?
If you only sell locally in the UK, is there value in participating in a group populated mainly by senior decision makers in India, China or even a global audience?
The location statistic in Linkedin Groups actually includes much more granularity in some cases, even as low as city or town level. This is a powerful way to find relevant contacts in your target area, so make sure you are connecting with the right people in the right places.
4. Industry – What do members’ Companies do?
When you are building a strategy to communicate online or offline, this is critical. If you have specific products and services which are relevant to certain sectors, you can use this information to work out what to share with which audience.
Alternatively, if you are a Finance Director looking to share best practice with other group members in your industry, is a group called ‘Finance Directors – Best Practice Sharing Here’ populated by 90% sales people, the best place to put the honeypot?
5. Activity and Growth – Is it an active group?
Even if all of the above are looking good for you, if the group is losing members and no-one is listening, there isn’t much point in being there. These two bits of data can help you to work out if you should be spending time there. There are almost a million different groups and this is the final piece of the jigsaw.
Some groups are big because they were first to the start line, though they are tired and old with little ongoing activity. Aim for a group that has steady growth and an active membership, though look out for too much activity as this may indicate that it is wild west ‘sharing’ free for all.
If you have been wondering what all the fuss is about and are keen to share your communication with people who are interesting and relevant, whether you are listening or contributing, this is the data you need to find your ‘social audience’. The final suggestion is to go and play around with it, find some groups and see who is in them. Remember you can only join 50 groups, so choose wisely.
We are always interested in your feedback and we connect with lots of marketers, so let us know in the comments below how you think this could be useful for your own company or yourself.