Featured image by Ono Kosuki

Among Social Media Marketers, social media marketing is also known as “many-to-many” marketing. Meaning that marketers do not hold much control…people do. Social media was not originally created for brands to market themselves. Since their creation, social media platforms have been used as a form of communication. A way to freely express your opinion on any and every topic.

Some companies might be hesitant to hear what their customers have to say about them. But, smart brands? They encourage feedback and become involved with their audience. They use these social platforms to create online communities– groups of people that share similar interests and want to share their thoughts. 

One of the best places to start building these communities? LinkedIn

 

Online Communities on LinkedIn

If you’ve spent any time on LinkedIn, you’ve likely come across the “groups” section. No matter what industry you are in, it is certain that you will find a group that fits your interests. There you find hundreds of groups with topics centered around specific professions, skills, and topics.

The “Groups” section found on LinkedIn’s home page.

This section allows you to see the groups you’re in or have been invited to, and even create a new group of your own!

Showcases various groups the user is in or may join.

For social media marketers, groups like these can be very valuable tools. Not only can you find groups for marketing and content creation, but you can network with others in the same industry. These groups will offer you discussion and connection. 

 

Why LinkedIn?

Online communities or groups are not something new to social media. Various social media platforms offer a “groups” section, just like LinkedIn. However, the one thing Facebook and Instagram can’t offer is the professional background LinkedIn has. Here, it’s not just about gaining more followers or likes. It’s about gaining insight into what your customers want to see from you. 

 

Ways to Build Groups on LinkedIn

If you’re ready to create a group of your own, here are some tips. Before even creating the group, pinpoint the goal of your group. What is the group for? What type of people would I like in my group? Being as specific as possible will create a more focused group. 

Once you’ve created it, start small. Engage with your current followers and work your way out. Encourage them to share and invite others. Do not focus on the number of members; instead, focus on creating a strong foundation. 

Your content should not directly mirror your main social media accounts. Your group should consist of knowledge sharing and sparking up discussions. Engage in these groups as often as possible. 

As the creator of the group, you have the role of administering and leading the conversation in whichever direction you want it to go. Do not make the group about you or your brand. Make it about everyone in it. The more voices that are heard, the more powerful your group becomes. 

 

Customer Engagement

So how do you actually get your audience to engage with you? It can be easy to get caught up with metrics– likes, follows, and shares, but that is not what matters. Engagement from your audience shows that they truly want to be involved with your brand. You need to give them a chance to voice their opinion and ideas for your brand. Open up a conversation with a question that will get responses flowing. Something like: 

“What would you like to see on our new campaign drop?” 

It’s short but broad enough to get their ideas flowing. It gives them a sense of participation in the creation of the campaign. When people see their input being taken seriously they become more than followers– they become advocates. 

Online communities are not built overnight. They are projects that take time, patience, and dedication. If you are considering trying out online groups, this is your sign. Enter them with an open mind, not trying to dominate the conversation. They are all about open discussion and respecting other opinions. LinkedIn offers a welcoming space for brands and professionals to gather, share thoughts, and grow together. Without realizing it, over time you will not only have a group, but an online community. 

What groups are you currently a part of? 

What is one of your biggest takeaways from your online community?

 

Author Bio:

Liliana Marquez is a current student at the University of Nebraska at Kearney. She is pursuing a Bachelor of Science in Business Administration with a minor in Digital Marketing. Liliana was a 2025 intern with the National Institute for Social Media, where she had the incredible opportunity to enhance her marketing/social media skills throughout the summer.

Connect with Lili on LinkedIn!