Groups Getting Renewed Focus at LinkedIn

Groups have been part of LinkedIn for a while. Their prominence on the platform was decreased a while ago when they were sidelined in favor of other services.

Now, LinkedIn plans to reintegrate groups into the main website and mobile app. The changes are expected to roll out by the end of the month.

What LinkedIn Group Changes Mean to You

  • Access will return to the main site (Currently you have to click the ‘work’ tab in the top right of the webpage and then find the link for groups)
  • Group activity will be added to the LinkedIn main feed
  • Group members will be able to edit comments
  • More capability to post video

Changes for Group Managers

Group managers will now be able to manage groups on mobile devices.

However, there is a lot of concern about another aspect of the change. LinkedIn has said that moderation queues will be temporarily disabled. This could open groups up to more spam and off-topic posts.

LinkedIn promises that improved moderation will be available a few months after the change.

Group announcements will be removed.

Short Term Pain, Long-Term Gain?

All these changes are sure to give group members and managers a few headaches. We all get in a groove with social and change can disrupt that. However, bringing groups back as a core part of LinkedIn is sure to be a benefit.

Make “the Google” Work for Your Business

It has become a thing in my house. A question comes up and someone recommends that we “ask the Google.” You can ponder the implications for mankind now that we count on technology to answer every question, but I am focused on what this means for brand marketing.

Search Engine Result Page Not About the Top 10

Search result pages have changed. Being in the top 10 of organic rankings for a keyword, phrase or question does not get you to the top of searches.

Today, search engine results pages (SERP) have (in this general order):

  • Google Ads – paid placements at the top of the page. There can be none, one or several, depending on the keyword searched.
  • People also Ask – a feature that includes related queries to the original search phrase
  • Knowledge Graph – boxes that include data ranging from companies to celebrities on the right of search results page
  • Local Packs – several local listings appear together, often under a map marking the location of each one
  • Image Packs – often a single row of images appearing on the results page
  • Organic Results – web pages that match the search keyword or phrase in value order

Having fresh, accurate content in multiple locations across the web gives every brand the best chance of winning space on the first SERP page.

Google My Business Matters

In the quest to provide the most relevant search results to all customers, Google has put increasing emphasis on validating businesses online with the Google My Business tools. To rank well, businesses must claim and complete their listings.

Listings need active maintenance to stay relevant. This includes adding images and other content so that Google knows the brand is actively in the game.

Also important is getting Google reviews. I have seen several cases where Google My Business listings with reviews get priority over similar listings without them.

Follow the Mentions of Your Brand

Frustrated by trying to monitor all the social media sites out there for posts and comments about you? There’s a fire hose of information that is hard to keep up with.

Here’s a tool that you can consider: Awario follows all the mentions of your brand across the web.

Awario offers a 14-day trial period, after which you can choose one of three plans that start at $29 per month.

You track keywords across social media networks, including Facebook, Twitter, Instagram, and Reddit. You can choose from a multitude of filters to tailor the search process to you needs.

Awario also monitors various public forums, blogs and websites. Whenever someone mentions your brand, Awario will immediately notify you.

The second you get a notification of a tweet mentioning your brand, you can respond to it right from the Awario dashboard.

Depending on the plan you choose, Awario stores from 3,000 to 50,000 mentions for each of your alerts, so that you could get back to your older mentions to review them at any time. Once the limit of mentions’ history is reached, Awario will replace the oldest mentions with newly found ones.

The reports function shows statistics and top influencers. Awario’s Reach helps you instantly see how many people are involved in and exposed to any conversation. Sort mentions by reach to see the most important discussions.