{"id":10182,"date":"2010-12-06t18:08:22","date_gmt":"2010-12-06t22:08:22","guid":{"rendered":"https:\/\/48e130086c.nxcli.net\/?p=10182"},"modified":"2015-10-23t03:34:57","modified_gmt":"2015-10-23t07:34:57","slug":"the-facebook-factor-for-cpas","status":"publish","type":"post","link":"\/\/www.g005e.com\/2010\/12\/06\/the-facebook-factor-for-cpas\/","title":{"rendered":"the facebook factor for cpas"},"content":{"rendered":"
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michelle golden<\/figcaption><\/figure>\n

how social media marketing strategies can level the playing field for small firms and career-minded professionals.<\/strong><\/p>\n

by rick telberg<\/em><\/p>\n

facebook, linkedin and twitter are ushering in a new age of opportunity for tax, accounting and finance professionals, but only if they are savvy and progressive enough to seize the advantages, according to one of the profession\u2019s most seasoned and visible advisers.<\/p>\n

\"\"the technologies and tactics of new social media marketing can provide cpas with never-before-seen avenues for connecting with clients and colleagues, competitors and peers, says michelle golden, the author of the aicpa pcps social media toolkit, and now the new book \u201csocial media strategies for professionals and their firms<\/a>,\u201d with an introduction by bruce w. marcus, a marketing legend in his own right.<\/p>\n

golden is a pioneer of new media in professional services, credited with 12 of the first 20 blogs erected by cpa firms and influential in another third of today’s 200-plus active cpa blogs. and yet, her enduring message is that, despite the wonders of the internet, the basics of marketing and delivering professional services remain unchanged. from facebook to blogs, youtube to podcasts, email promotions to digital data-mining \u2014 it\u2019s all electronic all the time. and, in professional services, it\u2019s all social.<\/p>\n

for instance, worries that web sites like facebook will undermine personal or staff productivity or threaten privacy and security are overblown. they probably said the same thing when the first telephones started appearing in accounting offices. \u201cbut,\u201d golden notes, \u201cyou don\u2019t lock down the telephone. you manage it, like everything else.\u201d<\/p>\n

in the same vein, the advent of social media shouldn\u2019t change your fundamental business or marketing strategy. \u201csocial media,\u201d she says, \u201cis no more a strategy than the chamber of commerce is a strategy. it\u2019s just a tool.\u201d<\/p>\n

but, like many early-stage technologies, the social media phenomenon is helping to level the playing field, giving the smallest businesses and professional practices the same tools, power and reach that have traditionally been deployed by only the largest companies and firms.<\/p>\n

\u201cyou can compete with the big guys,\u201d she says. but making the most of social media is not just about networking; it\u2019s about leverage \u2014 using messaging in one medium to reinforce messaging in another.<\/p>\n

for example:<\/strong><\/p>\n

freed maxick battaglia in buffalo, n.y.<\/strong> blends old and new media into a multi-channel strategy. in one case, the firm rented a digital billboard to display the firm\u2019s tweets, directing motorists to tune in to a live radio show featuring partner dave barrett speaking about estate taxes.<\/p>\n

mark bailey & co., reno, nev.,<\/strong> offers gray matters, a blog delivering \u201cresources for public company cfos and controllers.\u201d in the blog\u2019s first days, a visitor left a comment \u2014 a prospect, which the firm converted into a client. even the most skeptical partner in the firm exclaimed, \u201ci am a convert!\u201d<\/p>\n

mckonly & asbury, camp hill, pa.,<\/strong> offers a blog master-minded by partner scott a. heintzelman, cpa, cma, cfe \u2014 the exuberant accountant \u2014 who systematically profiles local family-owned businesses and their issues. some are clients, some aren\u2019t. among those that aren\u2019t, many are prospects. and some of those are becoming clients.<\/p>\n

the key, most agree, is to practice a philosophy of generosity and abundance, sharing what you know and a little bit about who you are and how you think. some call it \u201cgive to get.\u201d<\/p>\n

it\u2019s really not much different than in the offline world, where you might be mixing at an open bar and explaining the latest tax changes to a new acquaintance. but with social media marketing, you can extend your services exponentially. and many cpas already are. how about you?<\/p>\n

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can social media really work for cpas? <\/strong>or is it all hype? how are you planning to use facebook, twitter or linkedin for business? tell us in comments here.<\/strong><\/p>\n

copyright 2010 aicpa<\/h6>\n