In a recent LinkedIn post, Justin Oberman challenges conventional wisdom about LinkedIn growth, arguing that true expansion on the platform hinges on cultivating genuine relationships rather than solely focusing on content creation or transactional interactions. Oberman emphasizes the often-overlooked “social” aspect of social media, suggesting that many users are approaching LinkedIn incorrectly by relying too heavily on individual posts, strategic commenting, or paid outreach.
Oberman’s core message revolves around the power of community and collaboration. He outlines a multi-faceted approach to growing one’s presence, which goes far beyond simply publishing content. According to Oberman, the foundation of significant growth lies in building a “group of friends” on the platform.
“Make a group of friends. Post about similar things. Do things off platform together. Work together.”
This interconnected approach, Oberman suggests, is crucial for sustainable and authentic growth. He posits that relying solely on one’s own posts or even a well-crafted commenting strategy is insufficient. His critique extends to more aggressive tactics like paid ads and cold direct messages, which he believes miss the fundamental point of the platform.
The Importance of the “Social” in Social Media
Justin Oberman’s post serves as a potent reminder that LinkedIn, despite its professional focus, is fundamentally a social network. He argues that the emphasis on individual performance metrics can sometimes overshadow the benefits of collective engagement and mutual support. Oberman’s framework highlights the symbiotic relationship between users who actively engage with and support one another.
“If you are relying just on your posts, you are doing it wrong. If you are relying just on strategic commenting you are doing it wrong. If you are relying on paid ads or cold DMs, you are doing it wrong.”
As Oberman points out, this collaborative model involves more than just passive likes or generic comments. It requires active participation, constructive criticism, and a willingness to invest time in off-platform interactions and collaborations. This deeper level of engagement, he implies, fosters trust and strengthens the network effect.
Fostering Community for Growth
Oberman advocates for a holistic strategy that integrates various forms of interaction. The idea of “doing things off platform together” and “working together” suggests a move towards building tangible business relationships that originate from online connections. This approach contrasts sharply with the often superficial interactions seen on many professional networking sites.
Critique and Support as Growth Catalysts
A key element of Oberman’s proposed strategy is the practice of critiquing and supporting each other. This highlights a mature understanding of how individuals and communities can evolve. Constructive feedback, when offered within a supportive environment, can lead to significant improvements in content, strategy, and overall professional development.
“Comment on each others posts. Critique each other. Support each other. Grow together.”
In essence, Justin Oberman’s message is a call to action for users to re-evaluate their LinkedIn strategies. By prioritizing authentic connection, mutual support, and collaborative effort, individuals and businesses can unlock more meaningful and sustainable growth on the platform. He concludes with a sentiment of camaraderie, underscoring the human element that should drive professional networking.
📝 About This Content
This article is based on insights shared by Justin Oberman on LinkedIn.
📅 Originally posted on January 9, 2026 | View original post on LinkedIn →