LinkedIn revamped Groups last year to restore its former glory. It once was vital to the wider social marketing scene. Yet, spam and junk entered the platform and flooded it with self-promotions.
The company has worked hard to overhaul LinkedIn Groups and bring back the users it lost along the way.
This week, LinkedIn Groups shared an update on its recent features. It said that member engagement within Groups more than doubled since they started driving on-platform engagement. And it announced updates to keep its momentum going by encouraging more groups to use it.
1. New Groups Notifications
LinkedIn will notify you of new groups posts, keeping you updated on the latest conversations.
The update reduces repeated notifications by compiling them into a single update. The lack of context on what the new conversations are may pose a problem. If you click on the notification and find spam, you will most likely stop clicking on the updates. LinkedIn has yet to work on it.
The new Groups notifications will roll out to admins first.
2. Alerts to Group Posts from Connections
LinkedIn will alert users to group discussions started by their connections.
“See new posts initiated by your connections right from the main feed an in notifications. Stay tuned for improved discoverability of group posts by your extended network in the near future,” wrote LinkedIn.
This is risky. The overuse of group notifications caused users to turn it off and leave Groups. Yet, alerts to group posts from connections adds up. If LinkedIn can harness topic recognition and association to alert users to group conversations based on interests, it can help improve Groups engagement.
3. Important Conversations
LinkedIn will allow Groups admins to notify their members of important conversations.
LinkedIn says this is still in the works. It may be better if group admins also have the option to notify specific members of specific conversations, instead of broadcasting each key conversation to all.
For example, LinkedIn can offer a subset of active group members who often join group conversations or interact with posts on specific topics.
4. Review and Approval of Posts
LinkedIn is developing a new process for Groups post review and approval. It will give admins a way to ensure that shared content is valuable and relevant. It will ensure a spam-free community and will improve return engagement rates.
5. Groups Cover Images
LinkedIn will roll out an option to upload a cover image to customize Groups.
Facebook Groups has offered this option for ages. And it allows admins to change the color theme of their groups.
These new tools for LinkedIn Groups are welcome developments. Yet, the professional social network must be wary of their similarity to the group notifications of the past. LinkedIn must be more careful with how it alerts Groups updates. It has to tread lightly so marketers will not abuse it to flood member inboxes again.