I'm not by nature a joiner, but I am a marketer, so often I find my self listening to an eager member telling me why "You need to join!" When I ask why, invariably I get a blank stare. It's not unlike the look I get when when social networkers ask, if they should join groups on Facebook and LinkedIn or circles on Google +. Making any technology work involves three phases of activity: Acquire, Configure, Master. Before you invest time and money in acquiring any technology, define what you hope to accomplish, then go looking for a solution which supports your goals. Knowing why you should join a group can save a huge amount of time and energy.

Type of Social Groups

There are three types of groups, each with different opportunities, audiences, rules and pitfalls.

• Peer Groups - Birds of a feather, mutual admiration society, mastermind groups. Mixed bag of success. Depends on ratio of whiners to winners, demands lots of social glue.
• Industry/Association Groups - My choice if you can be a resource for the group.
• My Group - Grow your own group. Works best if you wish to become the Thought Leader for an idea, a topic or a movement.

 Social Networking Group Dynamics

• Audience - You could call them members, but you are going to be sharing thoughts and values with these folks, so they really are an audience.
• Etiquette - learn the rules before you share. Lurk in the group to learn the unwritten rules. There is no excuse for breaking either, and the penalties often become part of your permanent record.
• Opportunities - The relaxed atmosphere of a peer group invites sharing of information of competitive importance. Great as long as you don't mind being only as good as the competition. Industry/Association groups present the best opportunities to share your expertise and personal brand.
• Pitfalls - Industry groups are more formal. Behaving as a peer could get you banned, or worse, ostracized. The same is true for sales pitches.

Getting Started with Social Networking Groups.

• Choose Which Profile - Facebook for B2C, LinkedIn for B2B.
• Login & Search - Look for groups within your industry or area of expertise.
• Research and Lurk - Learn both the written and unwritten rules for the group.
• Pose a Question - Often your best opening is to pose (not post) a question that requires engagement from the members, especially if you can add a unique perspective or value to the discussion.
• Provide Value - Social Networking lives on the fringe of your web presence. In this zone, relationships are new and fragile. Deliver value to increase your value.

Insight

Adding value to an industry/association social networking group is a valuable investment. Learning how to act while on this playground creates opportunities and  grows relationships.