"It just grew." Paul Masterson replied when I asked about the growth of  his LinkedIn discussion group, MMSEA Section 111 Reporting Agent Educational Forum. Besides being modest, Paul is also methodical, respectful, inclusive and supportive. All of which explains how the membership doubled, then doubled again. The growth is surprising because the topic is so basic. It focuses on Mandatory Insurer Reporting (MIR) of Section 111 of the Medicare, Medicaid, and SCHIP Extension Act of 2007. Enough to say that it's a niche topic even in Medicare Claims. Paul saw a need, planned his launch, became successful. Here's how he did it. Paul said he realized the topic area was underdeveloped, and Reporting Agents needed a clearing house for education. Not only what to do, but how. His personal reason was because a discussion platform enhances his professional visibility. LinkedIn is a social networking site for business, but Paul believes it's more, but also less than social, "It's a quasi-social site. The purpose is to build professional relationships, so members behave themselves." Photos of cute cats won't enhance your credibility. With a goal in place Paul planned his group to take advantage of LinkedIn's array of tools for groups. He created a logo to develop a brand identity, he limited membership to invitation only at first, then opened it up to requests for membership. He published a welcome message containing an introduction to both the group and Paul and most importantly, he included an invitation to contribute. "All of the growth has come from the quality of contributions, not promotion" Paul set the group rules to require review of a member's first submission before publication, "Their content and expertise speaks for itself." He requested contributions from close associates to seed the group before launch. I asked Paul what surprised him as he looked back on the 4 years since he launched his group:

• The power of asking questions.
• The small number of active contributors
• The power available in Managers to promote quality participation.

When asked what he would do differently, promote more was his only suggestion. Paul makes a special effort to thank each contributor, because he believes in an educational forum, "A Rising Tide Lifts All Boats."

Tips to Building a Killer LinkedIn Discussion Group

• Start With a Big Goal - This is heavy machinery. If your goal is simply marketing, you're squandering an opportunity.
• Have a Plan - Starting a LinkedIn discussion group is easy, too easy. Visit the group page, print it out and learn how the options work together.
• Get Ready - Very few people want to be the first to step onto the dance floor.  Get everything setup including branding, then add content before inviting your guests
• Practice Active Management - Nurture participation, praise contributions, prune unruly growth, pull weeds out by their roots. Don't start a group without a commitment to making it a success.
• Have Fun - "It's gratifying to know you have created a forum that links professionals in your field." Paul's final comment was the best and the best way to leverage the power of  technology is not technology, it's connecting with the people you serve best.

Insight

With power come responsibility. Launching a LinkedIn discussion group requires some heavy lifting, but pays big dividends if executed properly.

Resources

• What I Learned From Creating 6000+ LinkedIn Connections By Robyn Henderson CSP

  Are you overwhelmed and frustrated trying to make your technology work? Paul and I have worked together for a number of years to create a seamless web presence for his business. My goal is to help independent professionals like Paul leverage the power of technology to connect with those they serve best. If you are open to a conversation about having me be your technology coach and trusted adviser  please call me directly at 727-278-9382. It's really very easy to setup a TechTalk Coaching session once a year, once a quarter or once a month. It all depends on what will serve you best.