In the next two columns, I'll address how to get the most out of LinkedIn Groups.

Next week, I'll discuss how to create a group, and the ways you can use it to market your business or organization.

This week, the steps for joining a group, the "rules of the road" and how to maximize their marketing power.

A LinkedIn Groups Member's Guide: Research, Join, Listen, Participate!

Step 1: Research Before You Act

With more than 1 million LinkedIn Groups it is easy to get overwhelmed by the sheer volume alone. But, using LinkedIn's search engine, you can search Groups with ease. Set up a list of groups you'd like to join. Find the ones that are pertinent to your industry, products and services.

While you can join up to 50 groups on LinkedIn, I'd recommend 10-15 to start. More than that can be unwieldy and dilute you marketing effectiveness. If you have several people working on your marketing efforts, divide and conquer and increase that number. Each individual can join up to 50 groups.

Step 2 - Join (or Ask to Join) Target Groups

Once you research and compiled your list of groups, request to join the group or join automatically.

The great thing about LinkedIn Groups is the ability of the owner to set the rules. Some ask that you request to join so they can review your profile and make sure you're a good match for the group. Some are open groups that anyone can join. More on group ownership in next week's column.

If you need to ask the owner to join a particular group, it may take a few days to get a response. If you don't hear back from them in a reasonable time - about 4 business days - then message them directly and ask them to approve your membership.

Once approved, check out the group and their discussions; review the members and what companies/organizations they work for and how they relate to your organization. Keep in mind how you want to market to this group - and if possible, tailor your marketing based on the group membership.

Step 3 - Monitor and Listen

Now that you've joined the groups on your list, sit back and listen.

For most marketers this can be the hardest thing to do. But remember, you only get one shot with a group - if you spam them (or are perceived as spamming) the owner can remove you from the group without question. No appeals to a LinkedIn - they own the group and they set the rules.

So, take the time to understand the rhythms of the group, how they communicate and what discussions are acceptable. That way you won't be kicked out for violating the group's rules.

Step 4 - Participate

You researched the groups and joined the ones on your targeted list, now it's time to become part of the community. Social media marketing is all about community and participation. It's important that you are seen as a participating member of the group - one that helps other members and shares your opinions and expertise.

Just like a networking event, take time to introduce yourself to the group by posting a discussion. Explain who you are and what you do and ask how you can be of service. Do NOT blatantly market!

Wrong Way: "Hi, I'm Chuck Hester and I've just joined the group. Let me know if you need PR and Marketing services!"

Right Way: "Hi, I'm Chuck Hester and I've just joined the group. I'm interested in connecting with the group members to learn more about you and your firms. Feel free to connect directly and tell me how I can be of service to you!"

Social Media Marketing is about Return on Relationship (hat tip to Ted Rubin) and building trust. If you go in to a relationship expecting something, there is no trust. It's based on "what can you do for me?" not "what can I do for you?" While that might work in the short term, in the long run it means customer turnover and no brand loyalty. This is particularly true when marketing in LinkedIn Groups.

Final Thoughts

I truly believe that Groups is one of the most powerful marketing tools you can use on LinkedIn. In a Group, you can interact with customers and potential customers, learn their interests and concerns, and find ways to educate them on your organization and what you have to offer.

As a group member, you can also connect directly with other group members, invite them to connect directly and continue the conversation one-on-one.

Be sure to respect the group and its rules. Listen before you participate and become an active part of the community. Do this and you will significantly your reach and influence.

If you have questions on LinkedIn, send them to me and I'll endeavor to answer them in future columns. Want to connect on LinkedIn? Send me an invite and I'll gladly accept your invitation!