the accountant’s social media handbook is the authoritative, comprehensive, step-by-step, practice-tested toolkit for attracting new clients, delivering amazing service, recruiting and retaining the best talent, and seizing and managing new growth opportunities by leveraging the new technologies and cultural shifts of social media.
over 250 pages of guidance, case studies, trend analysis, step-by-step procedures, and customizable worksheets.
the only handbook you’ll need to launch and sustain a profitable social media strategy.
“becky livingston has created a remarkable handbook that every accountant should have within arm’s reach. today, every company is a “technology” company. an accounting firm is no exception! it is one thing to “do” social media, but this book will guide the accountant through not just “doing” social media, but having quality social media interaction and leveraging the power of this platform to help propel their professional reputation and practice to the next level.”
“this is a great step-by-step guide for establishing social media goals and determining what platforms will help you achieve them. it flows between providing spot-on educational information and serving as a workbook that walks you through exercises to help you understand how and when to communicate, how to measure success, ways to get staff to assist in your efforts, and much more. the solid examples and suggested tools provided will not only help those new to social media, but will assist those looking to increase their social media effectiveness, as well.”
– katie tolin, growth & profitability consultant for cpas,
former marketing executive at bdo, ss&g, rea.
contents
(partial listing) 1. introduction to social media
the state of social media in the cpa profession
what social media are best suited for your business?
getting started
golden rules
company profile pages
company page tips
image development
posting content
urls
posting schedule
management tools
2. developing a successful content marketing strategy
why create content?
why is buyer persona important?
sharing finesse and posting schedules
writing headlines for sharing success
do-it-yourself design
using powerpoint to create graphics
social media management
3. developing social media marketing campaigns
the research
top 10 benefits of using social media
setting up the plan
setting the tone – example
the process diagram social media and marketing
creating the campaign
campaign development activity
what are landing pages?
landing page elements
driving traffic
getting started checklist
the buying journey
example – top of the funnel
does social media affect seo?
boost social signals – the checklist
custom content best practices
4. community management
the social media manager
the community manager
influencer’s page rank
finding a blogger’s or blog’s traffic number
seven other resources
social media listening
listening tools
4-step listening strategy
5. social media analytics
key performance indicators (kpis)
third-party tools
mobile marketing
setting goals
advertising
tailor ads for mobile
5. social media policy development – risk & compliance
what is a social media policy?
why have a social media policy?
social media policy best practices
mitigating risk
things you cannot do
6. change management – getting people on board
10 steps to creating employee brand advocates via social media
setting the foundation
motivation and incentives
wiffm
containment model
automation tools
the do-it-yourselfer
7. engaging influencers through social media
engaging with influencers
digital influence marketing
research hashtags
alignment
conduct preliminary research
channels
measurement
why should you consider an influencer strategy?
sample influencer email
8. activities appendix
introduction to social media
developing a successful social media strategy
community management
social media analytics
mobile social media marketing
change management
engaging influencers
9. bibliography
plus: 45 pages of activities, worksheets and exercises to start building your social media marketing magnet
plus: 10 pages of books, articles, tools and other resources to put to work immediately and to inform future strategies
about the author
livingston
becky livingston, penheel marketing’s founder and ceo, has more than twenty years of experience in marketing and communications, as well as a strong background in technology. she can also be found doing public speaking gigs across the country.
she began her career as a computer programmer in the chemical engineering field, then moved into web development and online marketing–all of which has led her to this business. she’s got the experience, the acumen, and the connections! she’s also an author, blogger, and avid twitter fan.
her forte is big-picture thinking and strategic management of complex initiatives. but don’t let that scare you. her technology background has taught her a great deal about project management and what it takes to make projects come to life.
for her, learning is key and sharing that learning is even more powerful. that’s why she attends several events, as well as speaks at conferences across the country ranging from cpa-related conferences and social media forums to non-profit groups and educational settings.
not only is becky hands-on and very active within the organization, but she also helps choose the vendors we work with to provide you with the best services possible.
her corporate career expands non-profits, large companies, and cpa firms. she has supported businesses in the chemical engineering, dot com, and big four cpa firm (kpmg) areas. in her management roles, she has been able to bring complex ideas into reality while keeping an eye on the big picture. becky’s ability to understand the details, to estimate the project timelines, and to see how each piece of the project can impact others is key to her success.
details: softcover. 6″ x 9″ (15.24 x 22.86 cm). black & white on white paper. 268 pages. 卡塔尔世界杯常规比赛时间. isbn-13: 978-0991266234. isbn-10: 0991266234. bisac: business & economics / accounting / general
connect with becky and begin networking with her today.
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with illustrated examples, step-by-step instructions, and handy checklists. get started today with the instant download ebook
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