When accounting goes unaccounted for
I mean really, is anyone surprised by this? It's not enough that Jim Turley's imposing jawline has its own place on the Accounting Today Top 100 (OK, not really), but does he also have to take better selfies than some of the hottest celebrities in Hollywood?
Of course he does. Because Jim Turley.
We knew it was only a matter of time before Jim Quigley rounded up enough interns to run his Twitter account for him and it seems that day has finally come. While we won’t openly admit to hoping he immediately engaged in common Twitter faux pi like tweeting in all caps or speaking to others as if they could hear him without using the all important @, we’ve thoroughly scanned his account and can barely find anything to bag on.
It seems, however, that he’s merely pimping out the World Economic Forum and is really, really excited about it. So excited, in fact, that it’s been all he’s tweeted about in the less than two weeks he’s been sharing with us in 140 characters or less.
What he isn’t tweeting is how much his trip to Davos to hob-nob with the global elite might cost him. We of the working class, ticking and tying set might feel he could just as easily put his finger on the pulse of the economy by sitting down with any number of Deloitte’s 170,000 employees since, last we checked, the economy was people, not rich guys (and gals, it’s the 21st Century) hanging out in Switzerland.
We won’t say we’re disappointed because our standards are really low to begin with but he could have, you know, toned it down a notch.
Just how much does a trip to Davos cost a snazzy Big 4 CEO? Ask Andrew Ross Sorkin: A basic level Davos excursion will run you $71,000 for membership to the organization and ticket alone (that doesn’t include hotels, helicopters or red carpets strewn ahead of you). The “Industry Associate” level, which would get JQ behind the velvet rope to hang with other hot accounting and finance rockstars, runs $156,000. And if, say, Quigs wants to bring a buddy the “Industry Partner” level could run him around $301,000.
Well wait, it’s not fair to say he’s only tweeting about WEF, he did also throw some tweets about chicks in there. You know, for diversity’s sake.
Hey, it beats over-hashtagging I guess.
Being an incendiary, I’m used to getting unfollowed, ignored and even blocked (yes @mark_to_market blocked me, Lord knows who else, I stopped caring at 2000) and I’m definitely used to seeing the rats scatter across my stats every time I mention [insert firm or company name here] so it’s obvious to me from my various online interactions that some communications departments are keeping an eye on the conversation.
Since we’re all interested in the accounting side of things, I have to say that I notice more “official-looking” Twitter activity from firms based outside of the US (generally Big 4 coming from the UK or Canada) that leads me to believe most of them are at least keeping an eye on the Google alerts. PwC had the large pair to follow me once, very early on, and probably unfollowed when I started ripping on them for bumbling Satyam. Anyway, someone has to watch what’s being said and a company (or organization) can only choose to engage or not engage.
Engaging, of course, comes in several forms but to vaguely pin down what “engage” means, I’d define it as any activity that alerts others they are listening and/or give a shit.
For Comcast, they swarm Twitter responding to complaints about their crappy service, extortion boxes, and complicated remotes. Not all companies choose to take that route, nor should they be expected to. Protecting or guarding your brand means figuring out how much “engaging” is appropriate as any more or less than is appropriate for your particular organization’s needs will come off as fake, lame or just forced. And no one wants to interact with that.
For Dave and Buster’s, I give them credit for totally engaging me by following me. I’ve been publicly ripping on them for at least a week but I’m not doing it just to be mean, I’d really really like to know what went down with E&Y (welcome to your new gig, KPMG). I’ve never actually been in a D&B and any inquisitive tweets on my part were not returned but so far they haven’t sued me so I guess I’m doing well on that front.
Some agencies choose to completely ignore some of the more “questionable” interaction that isn’t exactly a pissed off customer. They’re already trained to handle that (any social media idiot can teach you how to talk to customers who talk about you in a list of 3 items or more) but they aren’t likely prepared for a fake accounting firm to ask them if newly-single D&B would want to try them out as auditors.
I don’t expect Dave & Buster’s to answer or acknowledge that but following me shows that they are at least aware I’m trying to egg them on and aren’t afraid of my bitch ass. Unlike the fake accounting firm, I’m a voice out there spreading whatever I know about [insert company] to a huge audience. They can’t send me 10,000 free tickets to shut my trap and I’m not exactly making a complaint they can resolve so what can they do? Keep an eye on me?
I admire that tactic. And may leave them alone… I’m more likely to do so if I get a tweet about what happened with E&Y but won’t be holding my breath for that particular @.
Accountants are more prevalent in the social mediasphere than you might think; they’ve taken over Twitter, blog regularly and can even be found figuring out how to make Foursquare relevant to business. But since tapping the potential of social media for business is relatively new, not all organizations know exactly how to use the tools, nor do the understand the importance of a good social media policy within their organization. So here are some tips for making the most out of social media without losing your job. We’re sorry we have to even share these but we’ve seen some of you guys out there in the social mediasphere and it appears you need a reminder.
Choose Your 140 Characters Carefully – If you’re on Twitter and are complaining about your job, understand that the entire world can see you. Even if your stream is private, the great Google sees everything. A few months back, Twitter’s internal search allowed private tweets to appear in searches. I’m not sure if this little hole has been patched but if it hasn’t, you don’t want to be a victim of your own public stream of consciousness. Don’t say anything online that you wouldn’t say in an e-mail to your boss.
Ask About Your Firm’s Social Media Policy – Though it’s sort of implied in the firm’s overall policy on communications outside of the company, social media is an entirely different avenue and the rules may not be as cut and dry as the GAAP you’re used to. Not all companies will specifically bar you from blogging on your free time and many turn a blind eye to the activity… until you say something they don’t like. Don’t assume that you’re safe if you don’t share your name or location: it’s fairly easy to reveal your identity if you’re sharing details of your life like where you live and what you do. It gets easier if you’re using a blog to rant about work or out obnoxious coworkers. This applies to positive blogs as well; even if you’re doing the industry a service by discussing current events in accounting, some firms would rather you not say anything at all. Be careful with your details and when in doubt, ask about your firm’s social media policy.
Facebook Friends – You’re not friends with him in real life so don’t be friends with your boss on Facebook. Facebook can be a great networking tool if you aren’t sharing photos of your drunken weekend adventures but if you are, better leave your boss or even coworkers off your friends list. Remember also that Facebook privacy settings can be complicated to say the least; even if you have most of your profile set to private, if you haven’t gone in and changed certain settings, mobile uploads and other photo albums can still appear in search results. That means any nosy coworker out to make you look bad could easily stumble upon your page and access things you’ve posted thinking they are invisible to anyone but your friends. I’m all for being cozy with colleagues but be careful when adding people you work with if you, like 99% of us, use your Facebook to rant, brag and occasionally spout off inappropriate things.
Careful when commenting on blogs! – Listen, we love you guys for contributing but sometimes we have to wonder if you’re playing with a full deck. If you’re commenting from and about work, keep the details to a minimum and use the anonymity of the Internet to your advantage! I have Jr Deputy Accountant readers who work for the banks, the Fed or government agencies but that secret stays between them and me – some choose to create a nickname that wouldn’t reveal who they really are and others stick with “anonymous”. However you do it, remember that if your name is George Stein and you work at KPMG, using GSKPMG2010 isn’t fooling anyone. Talking about salaries or griping about the conditions are totally allowed – if not encouraged – but be smart about it and never use your real name unless you work in communications or don’t mind your boss or colleagues seeing your comments. Once again, remember the great Google sees ALL.
Whatever you do, never forget the Internet is forever – You can delete your Myspace account but since the Internet tends to aggregate information, just because you’ve deleted something doesn’t mean it is gone forever. Case in point: when I write a blog post on JDA, it’s picked up and republished by two news aggregators instantly, which means I’m stuck with whatever typo I missed or stupid comment I made, even if I change or delete it on my own site. It is the same with Twitter as many bizarre websites aggregate tweets about a particular subject, some permanently. So you might be able to zap an obvious faux pas the morning after but it could come back to haunt you if it ends up somewhere else.