Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

How recent changes to linkedin groups affects your school’s alumni groups

1,823 views

Published on

Have you heard of the recent changes to LinkedIn groups?

Published in: Marketing
  • Be the first to comment

  • Be the first to like this

How recent changes to linkedin groups affects your school’s alumni groups

  1. 1. How Recent Changes To LinkedIn Groups Affects Your School’s Alumni Groups Presented by: Higher Education Marketing
  2. 2. 1.  Understanding LinkedIn Groups 2.  Recent Changes to LinkedIn Groups 3.  How Changes Can Affect Your Alumni Group Overview
  3. 3. How are LinkedIn groups used? Ø Social media features, like LinkedIn groups, are used extensively by colleges and universities to coordinate alumni communications, fundraising and other activities. Ø To see just how broadly adopted they are in higher ed, check out the LinkedIn Groups directory and drill down to your favourite institution for a detailed listing of all presently operating public Groups. Ø There are also many private Groups not listed here so consider the directory as the tip of the iceberg. Source: HEM – How Recent Changes to LinkedIn Groups Affects Your College or University's Alumni Groups Understanding LinkedIn Groups
  4. 4. Ø Recent changes made by the social media platform to the rules of how Groups operate and are managed have raised serious debate in online communities about the utility of Groups. Ø The debate centers on changes to administrator’s abilities to approve membership and to moderate posts before they go public. Ø To understand the rationale for these changes it’s important to consider LinkedIn’s business challenges. Understanding LinkedIn Groups Source: HEM – How Recent Changes to LinkedIn Groups Affects Your College or University's Alumni Groups
  5. 5. Ø In the constantly evolving world of social media, where the rule is grow or die, LinkedIn has been working hard to maintain its growth and relevance. Ø LinkedIn’s priorities are to improve the quality of content and user experience. Ø More practically, it seems likely they are also aiming to increase usage and engagement by its members. Ø Automatic membership into public Groups is one way to expand usage of Groups. Ø They also believe that automatic posting of members’ posts will increase engagement of Group members. Understanding LinkedIn Groups Source: HEM – How Recent Changes to LinkedIn Groups Affects Your College or University's Alumni Groups
  6. 6. So what exactly are these major changes and implications? Ø There are two types of Groups: 1.  Standard (previously called “open”) 2.  Private (previously called “unlisted”) Ø All content is private, but reference to standard Groups shows up in searches and the LinkedIn Group directory and reference to private Groups does not. The most controversial new element added to the social media platform? Ø All content gets posted immediately, but can be removed after the fact by the administrator. Recent Changes to LinkedIn Groups Source: HEM – How Recent Changes to LinkedIn Groups Affects Your College or University's Alumni Groups
  7. 7. These changes are built on three main assumptions: 1.  Private is better (Members will engage more actively if their content is privately contained within the Group.) 2.  Engagement of members will increase as a response to the immediacy of automatically published posts. 3.  Spam and self-promotion are bad. The promo tab has been removed and the ability to self-promote has been structurally limited by these changes. Ø  Content-related changes include the new capability to add images to conversations as well as mentions of other members using an @membername reference. Recent Changes to LinkedIn Groups Source: HEM – How Recent Changes to LinkedIn Groups Affects Your College or University's Alumni Groups
  8. 8. How do these changes affect how you operate your Alumni Group? 1.  Loss of control over who joins your group (if maintained as a standard Group). Ø  Group managers will no longer be able to vet new members against their alumni database. Ø  Opening up of the Group to members’ first-degree connections will dilute the integrity of your alumni Group “segment” and their interests. 2.  Complete loss of public visibility of your Group if it is a private Group. Ø  Even private Groups need a bit of public branding to assert value to their membership. How Changes Can Affect Your Alumni Group Source: HEM – How Recent Changes to LinkedIn Groups Affects Your College or University's Alumni Groups
  9. 9. How Changes Can Affect Your Alumni Group 3.  The social media platform ‘s Group admins will need to take more time to monitor conversations on the Group. Ø  Disruptive or offensive content can easily get published on the Group and it will stay there until the admin removes it. Ø  The option of putting all posts from a specific individual into a moderation queue may be available. 4.  If you previously had sub-groups set up, they have now been automatically elevated to full Groups. Ø  If this has happened to your institution, you will need to determine how to reintegrate these individuals from your sub- groups back into your main Group. Source: HEM – How Recent Changes to LinkedIn Groups Affects Your College or University's Alumni Groups
  10. 10. „ The impact of these changes on higher ed Alumni Groups will take time to be fully understood. „ New normals for membership rates, quality of content, engagement levels and the required time on task by your Group admins will define themselves in the coming months. „  There is also a lot of discord about these changes right now, and it is not unreasonable to suggest that given pressures by major corporate brands who rely heavily on LinkedIn Groups, that some of these conditions might change. „ We’ll have to wait and see if it all sticks, but in the meantime you’ll need to pay more attention to your Groups to weather the transition and well see where all of this takes us. How Changes Can Affect Your Alumni Group Source: HEM – How Recent Changes to LinkedIn Groups Affects Your College or University's Alumni Groups

×