How to Set Up a Social Media Plan

Team of 5 coworkersBONUS: Examples of how to choose a tone for your message.

By Becky Livingston
The Accountant’s Social Media Handbook

Leveraging a strong team – either internally or externally – to help create a day-to-day presence on social media is important.

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However, you may be a sole practitioner or own a small firm that doesn’t have the staff to manage such a presence. That’s okay, there are many marketing firms that specialize in social media for CPA firms.

Here are some tips about

  • setting up a team,
  • who should be on it and
  • what you should know about choosing social media platforms.
  1. Assemble a team
    • Writing, editing, photo editing, tech knowhow, responders
  2. Chart of editorial calendar columnsPlan the campaign
    • Short-term objectives for each channel
    • Team assignments
    • General content ideas you can build on
    • How you will use a specific platform
  3. Choose the most effective platforms
    • Primary and secondary networks
    • Media types, objectives, reach, demographics, target profile, types of skills needed
  4. Editorial calendar
    • Leverage content across media
    • Streamline resources
    • Drive internal teamwork
    • Focus
  5. Be true to your firm’s voice.
    • Establish an online firm voice that reflects your firm’s business values and matches your customers’ expectations.

Setting the Tone

Let's say your firm specializes in large construction companies with subsidiaries in multiple states. You oversee everything from payroll, taxes, audits and advisory through various branches within your firm. Here an example of setting your firm’s “tone” or “voice” in a social platform like LinkedIn, Facebook or Google Plus. Each allow for a longer post than say, Twitter, which allows for more engagement.

The first, “like this” sentence is how you might phrase a longer social media post, while the “not this” format is discouraged. Each uses a hashtag found through research as well as keywords within the post itself. Keywords have been set in bold to help you easily identify them. Hashtags are also meant to be used as keywords.

Examples of voice in social media content





































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