Building a LinkedIn group is beneficial in many ways. It can help you build brand awareness and authority, as well as valuable industry relationships, and raise brand advocates. But you can only enjoy these benefits if your group is well-moderated and managed. Through moderation, you can keep your group free from fake profiles and spam and, therefore, keep your members happy and engaged.
To moderate your LinkedIn group successfully, here are some tips and tactics you can employ.
LinkedIn group moderation starts with having a group policy. As a LinkedIn group owner, you are allowed to create a policy that contains rules you want your members to follow. Your group policy should be clear and specific about what your expectations are. Make sure you inform new members about your policy. You can summarize it in your welcome message to them.
Also, to make sure members remember your policy, you should reiterate it frequently and in multiple places. Send them an announcement message from time to time, and consider posting and highlighting an occasional discussion of what is acceptable in your group. Do not be afraid to be bold about your policy and highlight it as your Manager’s Choice discussion. Members will appreciate your assertiveness more than if your group is poorly moderated and overtaken by spam.
You can choose to pre-approve every new member through the Request to Join feature. Although it takes time, it will help you build a quality group. Make sure that those you allow to join your group have a photo on their LinkedIn profile, fit your criteria for group membership, and have been a LinkedIn member for at least one month.
LinkedIn’s automated email templates can help you clearly explain your process for granting admission to the group and your expectations from group members as well. You can use these templates to send a pre-written message to those who are awaiting approval, those whom you decline membership, and those who have been approved.
Also, in your settings, you can choose to require moderation for new group members and new people on LinkedIn (wherein you can set the number of days that a person is new to the group or LinkedIn), as well as for people with few or no connections.
Group Discussion Posts
Start with choosing to allow only your members to post on your group and moderate new posts of all members. If you choose not to pre-approve group discussion posts, you need to monitor them closely to make sure they are aligned with your policy.
But how do you moderate new posts in your group on a daily basis? Social media influencer Neal Schaffer suggests you should approve posts that you feel would be relevant and valuable to your members while delete those that are clearly off-topic or overly self-promotional. And if some members keep on posting those kinds of content, you can either send them a warning or remove them from your group completely, depending on your policy for such matter.
Also, be careful about allowing your direct competitors to post in your LinkedIn group. Yes, working with a competitor with a related, well-managed group is beneficial in some ways, but there is also a danger in it. Beware of those who are more interested in gaining exposure to your members for marketing purposes than in the well-being of your group.
Building a high-quality LinkedIn group requires your and your moderation team’s commitment. Yes, moderation takes time, money and effort, but the rewards are far greater than its cost.