As I increase my Linkedin activity I’m noticing things I like but also some user habits I find annoying. Folks with the need for real answers to real questions get attacked by sales people trolling in the groups. Before you get your underwear in a bundle – yes, I am also there to potentially connect with future customers – I am there to listen and offer my advice, as well as point people towards useful resources when I can.
A Useful Linkedin Approach
Two friends recently emailed, suggesting I look at a question in a Linkedin group we participate in. As I read the question, it was clear I had subject mater expertise that would be helpful to the individual asking the question. Next, I decided to read the existing answers to make sure I was not duplicating efforts and also to see if I might learn something.
Competitive intelligence. Know what I learned? I found out who every significant global competitor I have is (some I had never even heard of). Almost every answer was a sales pitch with a link to a product page. Really people? How about responding with links to useful articles and resources you are aware of? This could even include white papers and blog posts sponsored by your company. No pitch, just information and an offer to provide additional resources should the questioner need them.
I took this approach and within one hour my phone rang. While not the original questioner, the caller is a high level member of the color team for a major brand. He began the conversation by quoting an entire paragraph of material I had linked to in my answer. We then talked for about half an hour and scheduled a future call.
Linkedin groups are about answering questions and helping people, not pointing them straight at your product and sales pages. The people who find your information and approach useful will find those pages on their own.
Save your sales pitch for another time and place. At least that’s my take – what’s yours?
Excellent post, Jim! We’ve been trying to encourage to engage over LinkedIn like this, but too many people think that LinkedIn questions are “sell me” chances rather than “help me” opportunities.
Not to sound too Chris Brogan fanboy-ish, but his mantra of “BE HELPFUL” really rings true here. Isn’t it better to helpfully answer the question? First, it demonstrates you depth of knowledge on the subject (showing you’re the expert) and second, it shows you’re listing to the poster.
Imagine how much more powerful LinkedIn would be if everyone followed this advice! Great post, Jim!
Glad you found me to “be helpful” with this post 🙂 I think Chris might have also included this in “You’re doing it wrong” series.” What I’ve outlined above is certainly not the only way and there is no one right way this is just what’s working for me.
-Jim
Great post Jim,I use the groups to increase my knowledge since I have little real world experience. I also try to use them to network but most topics and posts I find are also full of sales pitches and little on the way of pure information. Jim have you also used the LinkedIn questions and answers section, I find that to have many more questions that need answers and if I have a question that is where I go instead of to a group.
Ray,
LinkedIn Q&A has been on my radar for a while. Just need to find the time to fully dig in. I’ve read and answered a few in my time.
Any suggestions for tackling Q&A?
-Jim
No real suggestion other than what I read of using the advanced answer search and including a custom signature with contact info or what makes you an expert. But just do what you have been doing, listen and offer advice or information and resources they could use.
That pesky time thing has been restricting my activities as well. If you find where it is hiding be sure to let me know.
Oh man I could not possibly agree more. All the spam in these groups strongly discourages me from even using them; I’d rather network somewhere where I don’t have to filter that much garbage. Sounds like you have found it to be worth it, but I sure wish more people got this. Great post.
Sue,
I think the key is to “be useful of helpful” as SignalFire pointed out below. There are also many groups with closed membership and great moderators that don’t tolerate what I witnessed in the group in question mentioned above.
Always good to see you here Sue.
-Jim