Tag: Social Media

Are Millennials a Bunch of Indifferent Brats?

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.

Recently I was asked by a reporter to comment on some research studies concluding that Gen Y/Millennials (people approximately 31 and younger now) are much less empathetic to others than the generations coming before them. The studies were done with college students since 1979, and the big change showed up after 2000.

My personal experience with the college students I know and/or mentor is not the same as gs, but my pool is much smaller, so I have no scientific basis upon which to refute the findings. As a workplace inter-generational relations expert, I mostly deal with Gen Yers already out of school. I think many of them get an undeserved negative reputation. I have found them to be eager to learn, open, hardworking, ambitious, and fun, in general.

My speculation concerning the lack of empathy shown would be a sort of numbness from the trauma of 9/11 at an impressionable age and being served a constant menu of violence in media of all sorts. I would say these factors influence the younger Gen Xers, say, under age 35, as well. Also, the pressure in school and to get into schools, and to deal with constant messaging from many sources has left many of them with little time to reflect outside of themselves. Yet, Gen Yers are big into community service and concern for social problems, which indicates empathy.


The study findings lead me to ask these questions:

• What does this lack of empathy finding mean for their relations with colleagues in the workplace?

• Will they be willing to pitch in and compensate for colleagues who need flexible time off (for a fair exchange)?

• Will they continue to collaborate if they don’t get as much recognition as they want and somebody else does get the recognition?

•Will they have the necessary empathy for clients and customers to provide the outstanding service that is demanded in these competitive times to succeed in business?

These are crucial business questions, and we need to instill the importance of empathy. Empathy is a very important quality to have for life and business. And here is a link to a very interesting article on the subject.

BONUS: Bite on empathy and relationships

Charles M. Blow, New York Times op-ed columnist, wrote about whether we know our neighbors or even care in Friends, Neighbors, and Facebook (June 12, 2010). A Pew Research Center report issued in early June found that only 42 percent of U.S. adults know all or most of their neighbors* by name.

Segmented, the greatest percentage of respondents who know all or most of their neighbors are: females, non-Hispanic whites, age 50 or older, college graduates, and annual household income over $75,000. However, most of the demographic differences are not huge.

Blow admits to only knowing one person on his block (a Times colleague). At the same time, he has a very large number of friends and followers on social networking sites, which he actively participates on.

Two thoughts Blow offers speculating on why so few know their neighbors: 1) “Social networks are rewiring our relationships and affecting the attachments to our actual ones;” and 2) “Users of social networking services are 26 percent less likely to use their neighbors as a source of companionship,” according to a Pew report released in November 2009.

Your thoughts? I want to hear them – please share.

*I live in a New York co-op apartment building, and know by name all the neighbors on our floor and many others in the building. My husband, not a dog owner, knows the name of every dog in the building, but only a few of the pet owners’ names. Interpret that as you choose!

Social Media Makes for Effective Marketing on the Cheap

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.

“Doing It Wrong” Twitter Case Study: The Robotic, Over-Hashtagging Accounting Firm

Because I’ve learned the error of my ways and will never call anyone out publicly again on social media les faux pas (I pledge, instead, to use Facebook, Twitter, LinkedIn, mass e-mail and/or BBM to constantly pester the offender into correcting the violation), I figured it would be better instead to just sort of call them out in a manner obvious to everyone but the offender themselves. No need to say specifically who I am talking about, you can probably figure it out.


Auto Direct Messages – One of the most annoying things about constantly using Twitter is being assaulted by auto DMs. What’s extra annoying about this is knowing that people I respect (who – once again – won’t be named) use them to this day. I think the consensus has been that they are impersonal if not disrespectful as you’re not really showing me a commitment to start a relationship by sending me some robot tweet that only clutters my inbox. Knock it off. We’re all very busy. Say something to me if you have to but there’s no need to spam my inbox with your “personalized” welcome message via DM. This is especially bad if you have misspelled something in your really obnoxious auto DM. Stop it. Seriously.

Hashtag Overkill – Somewhat higher on the annoyance scale, constantly hashtagging everything you write in a completely unpredictable, manic pattern. I’m not sure why #compliance is something people are actually searching for on Twitter often enough to require hashtagging it with every mention but to each his own. I’m talking about constantly and excessively hashtagging everything. We know you’re all about diversity and Accounting’s Top Whatever awards but by hashtagging every other word you are merely showing us that you really don’t know how to use Twitter. We expect better out of global accounting firms. I shouldn’t have to name names, you know who you are and you can stop now. Conservatism states that you will knock it the hell off and pick one or two per tweet moving forward.

One Handle Too Many – Is it necessary to create 40 sub-accounts that cover each of your divisions, specialties, scams and locales? I get that firms are global and that’s the whole point of the Internet but once again you’re taking it way too far and getting too excited about this stuff. One smaller accounting firm tweeting consistently, correctly and with a joke here and there is far more effective in my view than 67 sub-accounts randomly over-hashtagging for different global firm specialties. I’ll name names this time, @mgocpa is a great example of doing it right without an entire staff of media people running the show. Come on Big 87654, you guys can afford to put a few more bucks in Internet marketing if you are going to do it. Read one of those “How to Tweet” e-books maybe.

We sincerely hope our suggestions are appreciated here. If they aren’t implemented, we may be forced to start calling people out again.

How Much Time Is Too Much Time to Spend on Social Media?

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.

It’s likely that your employees spend a sizeable percentage of their time using social media. As work/life balance continues to blend into one homogenous string of activities, social media activity is happening in your workplace whether you realize it or not.

But isn’t social media just a big waste of time?

It can be, but lumping all socito the same unproductive bucket is unfair, and also unwise. Social media can be an effective tool for many key business activities – including business development, client retention, and employee retention and recruitment.

Because platforms like Facebook often blend personal and business colleagues, it’s very challenging to set black and white rules when governing the use of social media.


Free reign on social media = Trust

At Chrometa, we take a mostly laissez faire approach to our employees’ use of social media, with no official policies or restriction on what employees are allowed to do. I know this thinking is counterintuitive to what many accounting and consulting firms believe, but I think this boils down to a control issue more than anything else. It’s sort of similar to being told as a child not to get into the cookie jar. If firms set up policies dictating certain actions, employees are more likely to violate these policies if they feel they can get away with it without being noticed.

Each of our employees is encouraged to set up and maintain a presence on “The Big 3” social media channels – Twitter, Facebook, and LinkedIn. Their participation levels, on the other hand, are completely up to them. A couple of our employees really enjoy and benefit, both personally and professionally, from their time on Facebook and Twitter. Ironically, our chief technical officer generally dislikes social media and personally avoids it.

At the core of our free reign is trust. We trust that our employees are 100 percent devoted to the success of our company, mission, and brand. As a result, I have complete trust they will not represent us poorly; to do so would be like representing themselves poorly. This level of trust is only possible if an employee does completely self-identify with his or her job and firm.

How much time is too much time?

I personally have spent too much time on many occasions on the Big 3 and blogs, as well, without achieving what I’d consider a reasonable ROI on my time. Going forward, I know I need to more accurately gauge the amount of time I should spend on each medium.

It’s not completely fair and accurate when people proclaim, “Twitter is a complete waste of time” because they probably just don’t understand what it can do. Twitter can be a drain, but it also can be useful if used properly and marketed to your stakeholders. Like anything, if you spend too much time on Twitter, you can end up wasting a lot of time if you don’t use it wisely.

How-much-time-too-much-time is something everyone must figure out for themselves. I give our employees the leeway to decide how much time is too much. I know they honestly want to be productive and perform their roles to the best of their ability. Because I know this, I find it’s better if they figure out these types of limits and best practices themselves, instead of having them come as edicts from above.

It’s About Time is a series of articles devoted to practice management techniques that focus on efficiency and productivity.

About the Author:
Brett Owens is CEO and cofounder of Chrometa, a Sacramento, CA-based provider of time-tracking software that records activity in real time. Previously marketed to the legal community, Chrometa is branching out to accounting prospects. Gains include the ability to discover previously undocumented billable time, saving time on billing reconciliation, and improving personal productivity. Owens also is blogger and founder at CommodityBullMarket.com and ContraryInvesting.com, as well as a regular contributor to two leading financial media sites, SeekingAlpha.com and BeforeItsNews.com.

Memo to Media Departments: Here Are Three Ways to Make My Job Easier

I’m not going to name names since that doesn’t seem to go over well but I have a bone to pick and think this is the perfect platform for doing so. In case you aren’t paying attention, I tend to use real-world examples to form my suggestions on what to do (or more often than not what not to do) in social media and this time I need to air a complaint about some industry “professionals” who aren’t playing the game right.

Again, no names so don’t ask and if you’re wondering if I mean you, I probably do.

I’m referring specifically to media def attempts on my part to connect with them and get their news out here on Going Concern and Jr. Deputy Accountant. The JDA blow offs I can almost understand but when I come right with a proposition and offer them a coveted spot among the PwC rebranding whine dump and salary news here on GC and they completely ignore it, I get pissed.

Therefore, helpful sort that I am, I’m offering three ways YOU, accounting industry media person, can make MY job easier:


1. Respond When I write you an email inviting you to participate in an interview, survey, ribbing, etc., a response would be nice either way though I obviously appreciate a “yes” far more than a “are you kidding me?” Regardless of whether or not you would like to participate, the least you can do is respond. I know you’re busy, we’re all busy, no one expects you to answer me 4 minutes after I’ve sent the email but a courtesy response would be awesome. I’m not asking a lot. I’m giving you a chance to participate in something awesome and trust me, I wouldn’t waste my own time so I don’t expect you to waste yours.

2. Don’t be scared I’m not sure what it is or why people seem to perceive my brand as hostile but I’m really not as hostile as it seems if you actually talk to me. It amazes me that some industry professionals think Going Concern is hostile and incendiary as well! Seriously?! We hardly swear and cover accounting news, how threatening can we be? Apparently quite. I can’t speak for Caleb but I’ve been blocked. And ignored. Whatever, it’s not about my ego, it’s about me inviting you to take a seat at our conversation and you running the other direction.

3. Wake up! If you are going to start A) a campaign and/or B) a Twitter account, please expect that I’m going to find it and possibly come ask you questions about it. As a media professional, it’s sort of expected that you’ll be excited to offer me the information I seek so I can share it with our readers or at least be able to point me to some press release that accomplishes the same without you having to talk to me. It doesn’t matter if you disagree with my opinion on Ben Bernanke being a massive douchebag or if you are offended by my liberal use of the F-word on my own turf, this is about the industry. We know for a fact that some industry professionals wish Going Concern would expire and drop off the Internet but let’s be real, it isn’t happening so you’d be smart by embracing it instead of fighting it. Like it or not, we’re the future of the industry. Suck it.

I swear we don’t bite (Caleb might but you’ll have to ask him to be sure) and we’ve proven that we here at Going Concern hold ourselves to an exceptionally high standard of ethical behavior when it comes to sources, interviews and communications with industry professionals. So I don’t know where the fear is coming from but seriously, answer your damn emails.

Just One More Reason To Not Act Like an Idiot on the Internet

Federal officials are looking for “easier” rules that would allow for wiretapping of Internet-based services since no one uses their phones anymore, says the NYT.

The FBI, DoJ, NSA and White House officials have been meeting for awhile now to come up with a way around the everyone ditching their phones problem. Spying on someone gets hard when they’re doing all their dirty business on Skype I’m sure. Can you show me any criminals that actually do that?

If things go the way the in-the-dark could mean requiring communication providers to provide access to encrypted interactions using common platforms like BlackBerry and Facebook. While it’s unlikely that any of you will become subject of a federal wiretap warrant, just opening this door means a critical component of our online security has been compromised.


Monitoring services and firms already watch the conversation (look at Cyveillance, for example) and if you brag about all your unreported income on Twitter (e.g. “Fuck 1099s, I haven’t filed a return in five years and those idiots at the @IRS will never find me!”), chances are you’ll get busted so we know TPTB are watching but what happens when they can force their way through encryption? It’s one thing to open yourself up to litigation by being stupid enough to say you’re going to blow up an airport in 140 characters or less but you should be able to make inappropriate comments in the privacy of your own Facebook outbox.

Since when do drug cartels use Facebook to arrange their deals?

Regardless of where this proposition goes the reality is that we’ve already pretty much given our information up (and do, consistently – see also “Sign in using Facebook” buttons that you guys are probably constantly pressing out of laziness) so one more step can’t really be the end of the world for individual privacy, right?

All the more reason to tighten up your personal Internet security in the meantime, which means not using your full name for stuff and refraining from threatening to stab the senior while at the client’s. You know who you are.

Are Boomers Embracing the Always-Connected Attitude of Gen Y?

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.

The technology use gap among the generations is closing rapidly. There may be no better example that hits home than Michael Winerup’s “Generation B” column in The New York Times, “On Vacation and Looking for Wi-Fi.” We all are touched, most of us are trapped by the psychological effect of being accessible 24/7 and the desire to keep on top of the deluge of messages and data coming in unstoppable torrents.

Winerup points out that just a few years ago the middle-aged members of his three-generation, geographically extended family vacationing together left their work and tech gadgets at home. Three years ago, a few made a visit to an Internet café on their vacation, just for the novelty of it. This year some of them stood in a long line in a resort lobby to pay for 25 hours of Internet service, brought laptops, and checked e-mail daily. This way they reduce the e-mail build-up awaiting them the first day back at work. I surely relate to that post-vacation return anxiety even as I resist checking e-mail every day when out of the U.S.


“We expect ourselves to be available,” said Winerup. That’s the Boomers’ mindset. Technology is making us work harder. Gen X and Y have been continuously connected for years, but many of them don’t want to be always available for work.

Winerup says we all are expected to use all the Internet tools for research and client relations. No more depending on secretaries and assistants.

The hit film “Up in the Air” made the point that critical human interactions, like layoffs, still require in-person contact. All the electronic connectedness not only can be a poor substitute for in-person higher touch contact, but it also leaves little time for the high touch. Now the connectedness has even invaded vacation time away with family and friends.

Is it positive or negative that the generations have something else in common?…I guess it depends.

Please share your thoughts.

Phyllis Weiss Haserot is the president of Practice Development Counsel, a business development and organizational effectiveness consulting and coaching firm she founded over 20 years ago, A special focus is on the profitability of improving inter-generational relations and transitioning planning for baby boomer senior partners (www.nextgeneration-nextdestination.com). Phyllis is the author of “The Rainmaking Machine” and “The Marketer’s Handbook of Tips & Checklists” (both West 2009). pwhaserot@pdcounsel.com. URL: www.pdcounsel.com.

Why Are Milwaukee Accounting Professionals So Afraid of Social Media?

Having grown up in Milwaukee I can’t imagine 2/3rds of Milwaukeeans are jumping into social media, let alone 2/3rds of the financial and accounting population. If they are, it appears as though they’re not really listening to our advice and should be taking this “transparency” in new media thing a notch or two up.

The Milwaukee Business Journal says that two-thirds of Milwaukee area accounting professionals use LinkedIn and Facebook but not necessarily for business. Trying to balance their professional personas with their real lives as protectors of the public interest, they’re understandably sketchy when it comes to diving head first into the Twitter.


There are really no excuses at this point. Plenty of brands have figured out how to gently skirt the line, stand way back behind a wall of professionalism, interact with just about everyone, make it entertaining with self-deprecating stabs at the “boring accountant” stereotype and completely push the envelope until it falls off the cliff. It’s fine, everyone’s doing it and so far no one’s getting sued.

That statement isn’t entirely true, some companies have taken to suing complainers which is always a great way to drum up business and make people want to give you their money. For those of you afraid of social media, that translates into behavior not to engage in. Being a “sue first, ask questions later” sort of company is always a bad idea so don’t do it.

And if you’re going to put someone in charge of handling social media, make sure it isn’t someone overworked and angry at your company who might tweet that they want to stab the client. Other than that, I’m not sure where this fear of social media comes from but it appears that many Milwaukee accounting professionals don’t understand that your brand is only what you present it to be. As long as no one is threatening to physically harm anyone in your stream, you’re pretty safe as far as whatever else you decide to do. Share links, talk to other professionals, really grow a pair and send a photo of your awesome cube arrangements. Whatever, just get involved and stop acting like it’s a larger, more frightening deal than it actually is. It’s just another way to get business done.

Accounting professionals who lack the non-mandated-by-the-AICPA cojones to jump into the new media game are sort of underestimating their own professional ability to judge what is appropriate and what isn’t. That’s an individual choice for brands, firms and representatives of companies as they interact online but it’s disrespectful to the profession to imply that we as a whole don’t act right on the Internets. Please. The niche is large enough that one may bring whatever they want to the table and mostly not get rejected nor the shit sued out of them for tweeting client Social Security numbers. Don’t we know how to behave?

I’d hope so.

So stop being afraid, Milwaukee accounting professionals, it isn’t going to bite (you in the ass later) because you know what’s right and what’s wrong. You’re a fucking professional, dammit. Let me know when you’re on Twitter, I might follow you.

Protecting Your Online Identity or, Alternatively, How Not to Get Busted Being a Subversive at Work

It amazes me that fairly intelligent people manage to do really stupid things, sometimes on a consistent basis. One of these things is being sloppy about one’s online identity or, more specifically, publicly participating in any conversation that might ruffle management’s feathers. What on Earth could I be talking about?

Let’s take a look at the popular public accounting video series by YouTube user witn3ssthefitn3ss – or more specifically, witn3ssthefitn3ss’s 266 subscribers. Among them, several users who have (oh-so-creatively) used their first and last names as user names. Now there probably isn’t anything in your company manual that specifically states you are not allowed to subscribe to YouTube videos that paint the profession in a less than flattering light and let’s face it, odds that HR even knows how to find YouTube are slim to none but regardless, it’s bad Internet behavior and I’ve got to call these kids out for it.


For example, Michael V Staub (YouTube user michaelvstaub, how convenient!) appears to be working for PwC in Chicago. See how easy it is for any idiot to track your activity on the Internets, kids? I just did it and it took me all of two minutes.

Now Mike is more than welcome to subscribe to any YouTube channel he wants to but in an uncertain job market, it might be a better strategy to C.Y.A. (Cover Your Ass) and have the Internet wherewithall to come up with a better user name than, oh, your entire name. Especially if you’re going to be liking videos that make management look like slave-driving taskmasters.

There are more, like Joseph Bailey, an E&Y manager in Florida. Again, maaaaybe there is some other Joseph R. Bailey subscribing to these videos under his real name but we just don’t see it being that much of a coincidence.

The point is, your social identity is as much a commodity as your education and professional experience. Don’t carelessly throw it out there where anyone can track your likes and dislikes. Take the time to separate your personal and professional lives or you can pretty much guarantee a whole bunch of hassle later on down the road. Sure, it was only an accounting video this time but what if management takes it personally and thinks you only liked it because one of them had the audacity to ask you for a McDonald’s Diet Coke?

Watch what you do out there, kids, the entire world is watching. There are billions of usernames you can come up with, don’t make the mistake of using your own first and last unless you are an Internet marketer or sticking strictly to completely safe-for-work material.

Update: Details about licensure have been removed as we have confirmed Illinois’ tricky licensing requirements and our poster in question is, in fact, fully licensed.

How To Get “Monitoring The Conversation” Right

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 @.

I’m Not Impressed With FASB’s New Twitter Account

When @FAFNorwalk launched on August 4, 2010, it was supposed to be an awesome attempt at connecting government accounting to the 439 people interested in it (don’t trip, FAFN, y’all will get your massive following).

The day after signing up, they mustered up the courage to send out their first tweet:

Welcome to FAF/FASB/GASB! Stay Tuned For Updates.


First of all, we’re not sure if FAF, FASB and GASB know this but Twitter accounts are free so you are totally allowed to get your own. As far as I know, you are even allowed to get several as long as you can come up with an email address for it so there’s no need to share, although that can get messy. What if one of you is trying to tweet about the latest comment period (Disclosures of Certain Loss Contingencies – I’m sure that will garner quite a bit of interesting commentary) while the other wants to talk about new lease rules?

Secondly, is this the best they can do? I’d really like to see some more thoughtful commentary from Norwalk that truly opens the conversation. They can think of this as a comment letter in 140 characters.

Thirdly, what’s up with the one and only person FAFNorwalk is following? We don’t know who the hell @Badwissen is but maybe they are just really into FASBs and @FAFN could totally vibe that when they started their little Twitter co-op.

Lastly, let’s try to work a little better on the turnaround, eh @FAFN? Compliance Week already had an entire story up about new lease rules by the time @FAFN got around to tweeting about it… fine, @FAFN tweeted it around 2 and the CW story went up after 5 but still, with @FAFN’s access to insider information, I want to see @FAFN tweets about lease rules a full two hours (or a day!) before anyone, come on.

If you are looking for a truly dull Twitter follow with zero interaction, @FAFNorwalk is totally for you. Personally I like my accounting feeds with slightly more bite, even if that means a simple @ every now and then.

How’s that for a fucking comment letter?

Earlier:
Wonky Accounting Insight in 140 Characters or Less: The FASB Is Now on Twitter

Five Ways Not to Suck As an Accounting Blogger

Initially Caleb got butthurt and thought I was writing this article about him but I guess that means he thinks he sucks. I can’t name any accounting bloggers that actually suck and know plenty so here’s how not to tip that number past 0 if you’re thinking of taking it up.


Write about what you enjoy Believe it or not, there are people who care about: CPA exam experiences, SOX compliance, non-profit accounting, accounting technology, Big 4 bashing, rence, accounting education, the Fed (cough), tax law… you name it and someone is writing about and looking to read about it right now. If you write about what you think people want to read about, chances are they won’t read it. Someone out there is totally into keeping LIFO even after we adopt IFRS so if that’s your thing, go for it but stay true to what you’re into.

Don’t isolate There are some folks who get away with being reclusive hermits or narcissistic pricks that don’t engage with the broader group of us (I won’t name names) but for the most part, if you want people to embrace what you’re doing, you’re going to have to bite it and talk to them sometime. Don’t trip, we’re not that bad. You can pick and choose which of the bunch you associate with and no one is saying you have to like every other accounting blogger out there. But at least find a few who don’t annoy you to talk to and share ideas with every now and then. If Dennis Howlett can manage, so can you.

Don’t get stuck in your niche Even if you’re strictly into LIFO, think about reaching out beyond your specialty and even beyond accounting to areas like finance, law and politics. It’s OK, it’s all relevant. The great thing about writing about what you love is that no one can tell you how to do it, not even us. The broader your subject matter, the more appeal you’ll have.

Actually try The thing about writing for this audience is that you have to keep doing it without getting much interaction back. We’ve personally seen countless state societies of CPAs abandon or under-evaluate their efforts in this medium simply because they didn’t get the Seth Godin reaction they were expecting. You aren’t Chris Brogan and accountants aren’t going to flock to your content by the bazillions, there are only so many of them to reach in the first place. Being in such a small, specialized group, it’s important to remember that you might not get the reaction you want right off the bat, if ever. But if you give up early, you’ll miss out on that reaction later.

Don’t think you know your audience’s expectations The best way to figure out if you’re delivering to your target is to access your site’s analytics and see who is coming from where and how. But even if you’re a stat whore like some of us, you can only tell so much about your audience from your side. Listen to what people are saying and try to recognize patterns in what is well-received and what is ignored. This isn’t just a blogging thing, you can use that sort of wisdom with e-mail marketing, Twitter, whatever. They’ll let you know what they like so don’t be so busy yelling your point to listen.

And as a bonus 6th tip, try to shake things up a little. This didn’t make the list because it really doesn’t work for everyone but for some of us it’s the only way to do it. If you aren’t afraid of being humiliated out of the industry with your big fat mouth, try pushing the envelope every now and then. Trust me, it feels awesome.