LinkedIn Group discussions are one of my favourite features on the platform – but they’re also a function that is most misused.
Putting aside the spam issue for a moment – a lot of posts simply don’t use the key features of a post properly and are simply a waste of time. So I want to share what I think is a simple guide to creating an effective post, plus my top 5 tips.
The Basics of a Group Discussion
The screen capture above shows the key areas that need to be addressed.
1. Discussion Name/Topic
Use this properly. Like the title of a blog post, the discussion name should be compelling. LinkedIn gives you 200 characters to use – use them well and don’t mislead with the topic name.
2. Add more details
This part of the discussion area is where you the creator can outline why you’ve started the discussion, your thoughts etc.
LinkedIn gives you 3,950 characters to use – so tell us what your thinking (please..!)
3. Links
If you want to link off to external content use the link box. Note that you need to use a native URL, not a shortened link.
Note also, once you include a link you then have the option to edit the summary text of the link. By default, LinkedIn will pick up part or all of the first paragraph of the link – if this summary doesn’t communicate the link content well then use edit to change the summary.
The top 5 things to do if you want to post a discussion:
- The title of the post – seriously it’s got to make sense – a compelling headline is critical (and search relevant)
- Add more details – Tell us what you think – there is nothing worse than a discussion that doesn’t include a clear reason as to why the post has been created.
- Include a link to third party content – where possible, link off to third party content. This is useful if you want to put forward an opinion or want to start a discussion around a specific issue or idea.
- Tell us what you want – is this a promotion, are you seeking opinion? I find it infuriating when I click into a discussion only to find the topic is a cover for self-promotion or is unrelated to the actual content or intent. I personally don’t mind someone undertaking a bit of self-promotion – just be honest about it!
- Own the Discussion – you started the discussion – you have a responsibility to be engaged in the discussion – so don’t start a discussion and then fail to respond. Yes, some discussions will take on a life of their own – that’s exciting – but be engaged.
I hope these five tips help – your feedback or thoughts are welcome as always…
