LinkedIn Group Guidelines
LinkedIn connects the world's professionals to make them more productive and successful by building a network of trusted contacts, groups, and connections. This is the preferred social network for business professionals and is a great fit for Fisher College of Business.
The key uses of a LinkedIn Group include:
- Connect and collaborate. Leverage those that have relationships or affiliations with Fisher College of Business and connect and involve them in college activities. Create sub-groups and expand conversations to advance interests.
- Brand exposure. Promotes the brand and provides unique opportunities to highlight your site and offerings in a viral way (e.g., contests).
- Allow people and organizations to follow you. Promotes loyalty and affiliation with the college/program.
Before starting a LinkedIn account, you’ll need to:
- Establish a clear role and goals for your account.
This will help you determine what your group should post. Determine if the college's main LinkedIn account or another official LinkedIn account will accommodate your goal.
- Identify the group's owner and at least one manager.
FCOB requires two staff and/or faculty administrators for all official FCOB LinkedIn groups. If an administrator leaves FCOB for any reason, that administrator is required to find a replacement and contact the Office of External Relations. Group ownership needs to be voluntarily transferred for succession purposes.
- Name your LinkedIn account.
Think first about the searchability of your name and pick something obvious and appropriate.
- Choose a profile photo (avatar).
The LinkedIn photo appears on the group profile page and on individual profiles as badges for group members. Consult with the Office of External Relations to have a profile photo/graphic created.
- Are content creation pipelines and conversation monitoring procedures established?
In order to sustain a LinkedIn presence, content must be fed to the group. Often this can be done by linking other content creating systems and processes… the best thing to do is insert a college RSS feed into the group's news tool.
Use the guidelines and chart below to understand and participate with your group members:
- Keep communications professional and relevant.
- LinkedIn posts are great to use as a feedback medium and as a general discussion forum. Make sure the post is listed in the right group and/or category… if it’s a job posting, use the "jobs" tab.
- Help keep conversations current and in the right place.
- LinkedIn can be updated once or twice daily; however, a good rule of thumb is to post to the group at least one or two times a week. Also, remember to use University time wisely.
- Help others find what they are looking for.
- Since LinkedIn is a professional network, the most topical items are related to careers, job placement, and professional networking events. Be an advocate to bring people together and help steer people in the right direction… even if it's just replying to someone's discussion board post.
- Link to relevant content and more information.
- There may be times when you want to share a photo, annual report, news item, press release, etc. LinkedIn is a forum to share information and drive traffic to the college's website and/or source of the information.
- Maintain a professional voice.
- Always post discussions and moderate in such a way that upholds the best interests of Fisher College of Business. FCOB is an educational institution, and even informal communication that has errors makes us seem less credible. Establish a personality and voice with the account that mirrors the brand of the program.
- Refrain from political statements and affiliations.
- This includes unofficial sponsorships, promotions, and endorsements of entities and products.
- NEVER disclose non-public information about FCOB.
- Never post any copyrighted or other intellectual property rights of others.
- This pertains to all copyrighted material, including (but not limited to) text, music, video, and software.
- Do not use LinkedIn for any illegal activity
- Or any other activity that does not represent FCOB's best interests.
- Refrain from behavior that interferes with the rights of others and the duties of FCOB.
- Do not use profane, obscene, or abusive language, including racial or ethnic epithets.
- Do not harass users
- With deliberate, repeated behavior that is intimidating, hostile, offensive, or adversely impacts FCOB social media users.
- Contact the Office of External Relations with questions.
|LinkedIn Group||WHAT TO POST||WHO’S A MEMBER
|Departments & Research Centers
Use group to promote events and news, share thoughts, and connect with members and industry professionals.
|Department news, links to a department subsite and the FCOB website, department events, intellectual insights and contributions, professional meetups, etc.
Partner companies and institutions
|External Relations *
Use the group to manage relationships, promote events and news, share thoughts and comments - and raise money.
|Donor appreciation, financial support options, alumni or donor related news, events, and links to the FCOB or department website.
|Marketing and Communications *
Manage relationships, share thoughts and comments, promote events, and manage crisis communication.
|FCOB initiatives, links to the FCOB websites, events and crisis plans, press releases, announcements, events, news, highlights from all college units, etc.
||Current students, parents, alumni, faculty, staff, donors, and the community.
Manage relationships, promote University life, cultivate alumni relationships and networks, and yield students.
|FCOB student life, job openings, alumni reunions, events, news, statistics, industry-related news, and the FCOB website.
* These areas are usually treated as one as part of the college's central and primary LinkedIn Group representing the college as a whole. The Office of External Relations is the lead with other units contributing content.
Individual units will work out basic processes as part of the process to implement the social media tool. It is strongly encouraged that additional processes and responsibilities are documented within the unit for communicating content and with regard to how posting and moderating decisions are made.