As social creatures, we all like to belong. We enjoy being a part of a bigger entity to exchange views, opinions, values and knowledge.

This yearning to belong extends into a virtual reality via the social media sphere. From Google+ Hang-outs and circles to Facebook groups and events, the need to assemble as a specific community is evident across most social platforms.

LinkedIn Groups are the perfect tool to accrue like-minded professionals in a specified setting in order to share expertise, answer questions, and network.

What are LinkedIn groups?

LinkedIn Groups facilitate professionals on LinkedIn to converse together in a virtual networking room. Users can share valuable resources, ask pressing questions, provide expert advice, plan meet-ups and more. There are hundreds of thousands of groups across LinkedIn, and not all of them are created equal. We'll get into that a little later in the post.  From industry, to interest, to location- there is a group for almost any category on LinkedIn.

Why should I join LinkedIn groups?

Joining LinkedIn groups helps you to capitalize on the resources available across the network. They can aid in:

• learning from industry leaders
• connecting locally
• establishing credibility in a given field
• sharing resources (your own or other's) within an industry
• gaining insight to a given target market
• finding partners for joint-initiatives

Perhaps you are new to the social media field. Joining social media groups on LinkedIn will provide you with a hub of resources to start from; it acts like a window into the entire industry. Listen to the conversations unfolding on different discussions within the group and find out what topics are the most pressing or controversial.

It's crucial to both listen and participate in groups. By listening, you can gain valuable insight - both within your industry and within your target market. Listening to the discussions within your own industry will keep you updated as an expert. However, it is also important to join and follow groups who are not associated with your direct industry. For example, if you wanted to target small business owners in Pittsburgh with your newest product or service launch, you could join a Pittsburgh small business owners related group and listen to the conversations. What are they concerned about? What language do they use? This information will help you better connect with your target market.

Once you begin to contribute your own resources to the groups and engage in discussions with other members, you can gain more LinkedIn connections and more importantly, credibility within your field.

How do I find appropriate LinkedIn groups for me?

There are several ways to explore groups. The first, and most obvious, is to run a search for interest-keywords within your search bar at the top of your profile. Once you begin to type in a search term, you will see that LinkedIn categorizes the search results so that all "group" results appear together.

LinkedIn also provides you with group suggestions based on the information on your profile and the other groups you have joined. You can see these suggestions by clicking Interests and choosing Groups within the drop-down menu. Once you click groups, LinkedIn will take you to a page that shows all of the groups you are currently in as well as a list of suggestions on the right side of the page.

You can also ask your own connections about their experiences with specific groups. Explore your connections and identify groups you are interested in. By reaching out with a message on LinkedIn you not only strengthen your connection with that individual but also gain some great insight on their own experiences with groups.

How do I evaluate a LinkedIn group?

Like we mentioned earlier, there are both good and bad groups. Here are some ways to evaluate a group before joining.

1. "search within": Not sure if the group is relevant to the information you are looking for? If it is an open group, you can click "search within" and enter specific keywords for the topics of which you are most interested.
2. Top Influencer: Check out the top influencers of the week. This section is located in the right column of groups. If the top influencer is the manager of the group, you know that the group is well managed and current.
3. Statistics: Below the top influencers, LinkedIn presents the statistics regarding group members. You'll see the seniority levels of members, geographical location, number of comments and discussions and more.

Starting your own group?

Starting your own group is a time-consuming commitment, but if you have the time and drive, it can be a rewarding  and strategic move. As the owner of the site, you are the moderator and have control over the content in the group.

As an owner, you can post polls and send emails on a weekly basis to your members, among other privileges. LinkedIn gives you a host of options when you create a group. You can opt to have it open or closed. Note that a closed group will mean that you will not be able to share the discussions on social media outlets like you would be able to in the case of an open group. Still, if the discussions are of a more confidential nature, than act accordingly.

Of course, before you start your own group, ensure that there is not a similar group that already exists by running a search for keywords.

What are you waiting for?

We've all heard the phrase "it's not what you know but who you know". LinkedIn groups help you kill 2 birds with 1 stone. Get to know people AND the information and knowledge that they have.

For more information on social media strategies for small and mid-size businesses, contact a professional at Blue Archer.