Module 2: Amplifying Authentic Engagement Through Influence Unit 3: LinkedIn Groups for Endorsements, Teaming, and Outreach
content contributions, through the lens of LinkedIn Groups. Specifically, we examine the role these groups play in (1) building a brand’s or individual’s professional credentials through professional association endorsements, (2) gaining local market exposure through community outreach contributions, and (3) identifying opportunities for partnering with businesses seeking common business interests. As the world’s largest professional network with 1.2 billion members and most preferred B2B social media platform, LinkedIn hosts 1.9 M active groups serving 930 members or approximately one third of the world’s professionals. Nearly 60% of them are between 25 and 34 years old. As a serious professional network, marketers see up to twice the conversion rates (ad exposure-to- sales ratio) on LInkedIn compared to other leading social media platforms.
SOCIAL NETWORKING OBJECTIVES - THE CASE OF LINKEDIN GROUPS
From the prior discussion on what drives authentic influence at the top of the funnel, we next examine the social networking opportunities for cultivating this influence. This will provide the background necessary for our second group project, a roadmap of which is provided in Appendix A. We begin by exploring the role of social networking groups, and their associated
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