The following post is republished from AccountingWEB, a source of accounting news, information, tips, tools, resources and insight — everything you need to help you prosper and enjoy the accounting profession.
In a tough economy, marketing is often the first to go. But that can mean missed opportunities. So, more accounting firms are using social media to boost their marketing efforts without busting their budgets.
Social media – social networking sites, blogs, and video/photo-sharing sites – is increasingly used for marketing purposes for three reasons:
1. Social media sites are where people go to search for information on the Web – In March, Facebook became the most-visited site by U.S. users, beating out Google, according to analytics firm Hitwise. And Facebook hits increased 185 percent over the previous year; Google hits increased only 9 percent.
2. Think viral marketing – This can result in new LinkedIn connections, Facebook fans, or Twitter followers, building visibility and facilitating referrals and requests for service.
3. The cost is low – Developing a social media presence takes time away from other activities, but hard costs are minimal. For example, you generally can join a social network or post a video for free.
The key to social media marketing success is to develop strategies that fit your firm’s needs and strengths. But you can start small:
1. Get active on LinkedIn – Although Facebook use for business is increasing, LinkedIn – with more than 60 million registered users – is still the go-to social media site for professionals. It’s where accountants should start building their social media presence. Be sure partners fill out complete profiles, including summaries that detail their experience and expertise. Also provide training on how they can build up and utilize their networks.
2. Host a blog – This is a great way for practice leaders to demonstrate their expertise. For your first blog, choose a partner who has the passion and commitment needed to write a compelling blog, regularly update it, and respond to comments. Once other partners see the blog’s success, their interest in blogging themselves likely will increase.
A tasteless post by a partner or a complaint by a disgruntled employee can travel all over the Web (even if your firm doesn’t actively maintain a social media presence). So all firms must establish SM policies that address:
• Who is permitted to represent your firm in various social media.
• How to represent the firm in a way that is consistent with your brand.
• Why social media can’t be used to share confidential information.
• How to use privacy settings on various social media sites.
Whether your policy should be looser or more rigid depends on your firm’s culture.
Social media will play an increasingly important role in accounting firm marketing in the years to come. Start looking into how your firm can make the most of this client-building tool.
About the author:
Francesca Zelasko is director of accountant partner programs and partner marketing. Zelasko has more than 10 years of progressive marketing experience within the technology industry including SaaS, software, hardware and middleware products and services. She currently oversees the overall Accountant Channel for SurePayroll which includes Referral and Reseller partners and customized products.
What a joke, showing how out of touch the leaders of our profession are. If the profession wants improve recruitment and stop the bleeding of experienced CPA’s, then it needs to, excuse me, grow a set and stand up for the profession. We are under regulatory assault, with lawyers and bureaucrats, with no accounting background, attacking us day after day. Onerous rules continue to be promulgated, and CPA’s have their profession careers upended on a weekly basis- with no end in site. Where are our leaders? We need to clean house at the AICPA and our State Societies, and get rid of the people diluting our profession by admitting everyone short of grave diggers, and replace them with people focused on fighting for the CPA profession.
Maybe firms need to pay more as well…..
Well said!
Agreed 10000 billion percent with what Robert just wrote. Bureaucrats and Lawyers have taken over the accounting profession and are pushing their own agendas. AICPA is just a facade for the BIG 4 oligopoly and their master plan for world domination. Sole practitioners are being driven out of business and forced out of the profession altogether. Vast amounts of audit work are now being offshore outsourced to countries like India or turned over to ChatGPT. Sad but I fear nothing will change until there is another Enron or Worldcom or Arthur Anderson type of massive accounting failure.
I think we need to be guarded with our criticism against descending into useless snark. There are plenty of things to criticize the AICPA and their Big 4 compadres about, I don’t think this is one of them. I’ll confess though this looks a bit unserious to me, 50 something CPAs are not the target – high school kids are. They have to try something, this at least will do no harm.