We know, we know ... a lot of people wouldn't put accounting and social media in the same category. And we realize that social media isn't for everyone, or every CPA firm. But this is often a missed opportunity for firms. As more and more accounting firms are merging, and aging practices are consolidated, the business strategies of firms are changing and you'll need to start engaging with clients online via social media if you don't already. It's a great channel for networking, marketing, and branding.
So what social tools are right for your firm? That will depend on your client-based demographics. First, do some research online and go to where your audience is, and then focus on your social strategy. Your strategy should include goals like creating brand awareness to position your firm as a leader in your area of expertise, educating clients, providing business updates, and even sharing information about your team.
It can get overwhelming comparing Twitter, LinkedIn, Facebook, Google+, YouTube, and even blogging. You don't have to conquer every social media platform you're interested in all at once. For example, start with a company page on LinkedIn and test the waters for a few months. Then branch out to other platforms like Twitter or Facebook.
Try different types of posts that fall into your overall social strategy and then regularly check the supporting analytics. Did a post about one of your team members resonate more with your audience than a post about business updates? If so, you may want to look into posting more special-interest pieces about what each staff member does in the firm. Remember, it's all about networking and branding.
And if you're still a bit leery about trying out social media in your firm, you can still get in on the action. Many state societies are getting on board with social media and you can explore how your firm can add value to their social channels. For example, The Ohio Society of CPAs has their own YouTube channel with videos for the general public in addition to a Spotlight Series that focuses on discussions with news makers and thought leaders in the business community about issues important to Ohio CPAs.
What it all comes down to is simply learning how to make social media work for your firm. It will take some time to evaluate what works and what doesn't. Messaging and positioning are key. Remember not to stray from your initial social media strategy and always focus on unique content for your specialty in the accounting industry.
