For a long time, LinkedIn Discussion Groups have been cast as the hidden treasure trove of social engagement and as every social media expert’s secret for LinkedIn marketing success. The “big tip” has always been to post a link to your blog in a relevant discussion group, and then watch as the page views come flowing in.
When I was an in-house marketer, I spent hours joining groups, participating in discussions and sharing links. Through it all, I developed a sneaking suspicion that the topics in Groups were nothing more than thinly veiled ad copy repurposed and poorly disguised as legitimate discussion. And linking to my own blog posts never yielded the results – click-throughs, page views, leads – that I wanted.
If we’re being honest, very little about the activity in Groups looks anything like actual, you know, discussion. Most topics are self-promotional and the handful of legitimate conversations that do occur are pushed down by mountains of spam.