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Change to LinkedIn Groups

Using LinkedIn groups for Social Media Marketing in the Life SciencesAs just about anyone who uses Hubspot already knows, back in November Hubspot added some functionality to the Hubspot Social Media Tool which allowed Hubspot users the ability to post directly to LinkedIn Groups en masse. While group spam on LinkedIn has been a small problem for some time now, this action by a marketing automation platform as well-used as Hubspot sent up some red flags at LinkedIn. Earlier this year, LinkedIn issued its response:

“Now whenever someone is blocked and deleted in one group, they are put on Requires Moderation in all of their existing groups so that their contributions will be routed to the Submissions Queue for review before displaying in their groups. Any group manager can of course flip such a person back to Free to Post within her own specific group if desired.”

This change is highly relevant to all life science marketers using LinkedIn for social media marketing. Those who adopt the ethos of quantity over quality and go for the most reach while paying scant attention to the relevance and value of their group contributions may soon find themselves not being able to post to many of their groups, especially since many LinkedIn groups are either sparsely moderated or not moderated at all. LinkedIn has suddenly made it very important not to be viewed as spam.

Luckily, all that is necessary to avoid the unfortunate occurrence of requiring moderation across all LinkedIn groups is to do exactly what those utilizing content marketing should be doing anyway: ensure that your content is relevant and valuable to the group membership. Don’t try to overextend your reach into groups where your content isn’t relevant, don’t overuse promotions and follow the group rules.

"Looking to increase the effectiveness of your life science company’s social media efforts? Talk to BioBM. We’ll help you devise a strategy that leverages content and creates value for your target audiences in ways that help build brand value and grow your presence in the marketplace. Contact us today."

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