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Posted on 09.15.2015
The Showdown: LinkedIn Pages vs. Groups
As the most-used social media platform for job-seekers and businesses, LinkedIn serves as an individual or company’s professional presence. According to this article, there are currently 467 million LinkedIn users, including 133 million users in the United States.
Just as Facebook offers several types of accounts, so does LinkedIn. We recently analyzed a client’s social media accounts and determined they had created a LinkedIn group rather than a page when initially setting up their account. After digging a little deeper about the organization’s goals and needs, we recommended creating a company page in addition to their LinkedIn group. Why, you might ask? Well, there are a few key differences that made us decide a page was a necessary addition. Here’s an overview of what each offers:
- The main purpose of a group page is discussion regarding a topic or an upcoming conference/event.
- You must be a member of the group to see content. Therefore, you are missing out on gaining new followers because any information you post can only been seen by current group members.
- Any member can post content under his/her account; content is not branded to the company. This could be problematic for an organization as the content cannot be moderated and the format does not provide the opportunity to establish a voice for your company/brand.
- On the plus side, you have a direct way of contacting all group members. LinkedIn allows you to directly message group members through “group announcements” once a week, which will appear directly in group member’s inboxes.
- Unfortunately, there is no way to track analytics, reach or engagement. This makes it hard for a company to see what types of posts and content your audience is finding most effective.
- You can still incorporate groups into your company page. LinkedIn allows up to three groups per page. Groups can be used as a discussion tool on a particular topic or event.
- You can track analytics of each post to see your total reach and engagement.
- When you post an update it shows up in your followers’ news stream – allowing them to like, share or comment, thus boosting engagement and visibility of your post to others that may not currently follow your page.
- Anyone can comment and engage with the post, not just your followers.
- Posts are from a specific company account and voice, rather than allowing any person who follows the page to post content or thoughts.
- Anyone who follows the company page can share posts/updates in other groups they follow.
- You can sponsor updates/posts, extending your reach to new audiences based on specific, targeted demographics based on location, industry, company size, function, etc.
- The one downside is that you cannot directly message followers; you would have to do so from a personal account.
If you’re debating whether to create a company page or a group, the company page is a better way to reach a broader audience, track analytics and maintain control of the content that goes out. If you’re solely looking for a place for people to converse on a particular topic, a group would be the better way to go.
What features do you find most useful when creating company page and group pages on LinkedIn?