How to Set Your Firm’s Social Media Foundation

White and black rabbits reaching to eat dangling carrotsDangle some carrots and your employees will bite.

By Becky Livingston
The Accountant’s Social Media Handbook

Employees can be the first, vital link to a long network of person-to-person shares.

MORE ON SOCIAL MEDIA: Marketing for Mobile | How to Listen on Social Media | How Social Media Affects SEO | Social Media Campaign 101 | Why Use Social Media for Marketing? | Write Headlines Worth Sharing | Who Is Your Customer? | What to Say on Social Media | How to Craft a Social Media Profile | Which Social Media Should You Use? | Determine Your Target Audience | What Is Social Media? | How Social Media Works with Accountants’ Top 5 Marketing Goals
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Many clients I’ve worked with over the years have wanted to implement a social media program within their respective firms. Even though staff knows it’s an initiative for the firm, they have limited or no guidance, lack communication, and basically are too focused on their jobs to think about it.
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10 Steps to Creating Employee Brand Advocates with Social Media

Happy businessman using smartphone at officeMaking your staffers into your best ambassadors.

By Becky Livingston
The Accountant’s Social Media Handbook

The only way to scale social business is to get it out of its nesting place – marketing, customer service, IT – and get it all the way to the edges of the organization.

MORE ON SOCIAL MEDIA: Marketing for Mobile | How to Use Social Media Analytics | What Someone Else’s Influence Means to You | Get People to Your Landing Page | Content Categories and How to Leverage Them | How to Manage Social Media in 22 Minutes a Day | Use Finesse in Sharing, Scheduling Content | How to Schedule and Manage Social Media Activity | How to Craft a Social Media Profile
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That means having people

  • buy into the vision for social business,
  • invest the time and resources in the practices and tools, and
  • enthusiastically do what they can to support those efforts.

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Social Media Policies: Risks and Rules

Smiling woman using smartphoneThink of it as offering guidelines, not restrictions.

By Becky Livingston
The Accountant’s Social Media Handbook

Social media policies and social media guidelines have become an essential component of social media marketing strategy.

MORE ON SOCIAL MEDIA: How to Use Social Media Analytics | What Someone Else’s Influence Means to You | Get People to Your Landing Page | Content Categories and How to Leverage Them | How to Manage Social Media in 22 Minutes a Day | Use Finesse in Sharing, Scheduling Content | How to Schedule and Manage Social Media Activity
GoProCPA.comExclusively for PRO Members. Log in here or upgrade to PRO today.

In this post, case studies, examples and tools will be shared to help you develop a social media policy that complies with the National Labor Relations Act and is effective in your workplace, including:
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Marketing for Mobile

Becky Livingston: The more precisely you state your goal, the more likely you are to end up where you want to be.Best practices for reaching people on the go, including goal setting, advertising, tailoring ads and KPIs.

By Becky Livingston
The Accountant's Social Media Handbook

With the rapid increase in mobile use, it can be challenging for CPA firm owners to reach their audience.

MORE ON SOCIAL MEDIA: How to Use Social Media Analytics | What ‘Social Sentiment’ Is and Why You Should Care | What a ‘Community Manager’ Does | How to Build a Strong Landing Page for an Accounting Firm | How to Set Up a Social Media Plan | DIY Design for Social Media | Tailor Content to Social Media Platform | How to Track Who’s Clicking Your Links | Which Social Media Should You Use? | How Social Media Works with Accountants’ Top 5 Marketing Goals
GoProCPA.comExclusively for PRO Members. Log in here or upgrade to PRO today.

The first step any firm needs to take is to make sure their website is mobile-ready and responsive. In doing so, your search on mobile will be easier to find and will state it’s a “mobile-friendly” site, which encourages mobile and tablet searchers to click.
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How to Use Social Media Analytics

Confident businessman analyzing chart and explaining it to co-workerPlus 8 specific steps to take.

By Becky Livingston
The Accountant’s Social Media Handbook

Social media presents communicators with an unparalleled ability to measure and track a deluge of data in order to derive insights on the effectiveness of their campaigns. This has made analytics one of the most critical tools in the social media marketer's arsenal.

MORE ON SOCIAL MEDIA: How Social Media Affects SEO | Content Categories and How to Leverage Them | How to Manage Social Media in 22 Minutes a Day | How to Schedule and Manage Social Media Activity | Which Social Media Should You Use? | What Is Social Media?
GoProCPA.comExclusively for PRO Members. Log in here or upgrade to PRO today.

According to Technopedia, social media analytics is an “approach of collecting data from social media sites and blogs and evaluating that data to make business decisions.”
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What ‘Social Sentiment’ Is and Why You Should Care

Figure looking at buttons labeled "bad" and "good"Plus some reminders about community management.

By Becky Livingston
The Accountant’s Social Media Handbook

Sentiment adds important context to social conversations. Without it, measurement of mentions alone could be misleading.

MORE ON SOCIAL MEDIA: What a ‘Community Manager’ Does | How Social Media Affects SEO | Social Media Campaign 101 | Why Use Social Media for Marketing? | Write Headlines Worth Sharing | Who Is Your Customer? | What to Say on Social Media | Determine Your Target Audience
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If you were measuring mentions for your firm’s new service line, you might assume a surge in mentions meant it was being well received. After all, more mentions = more people talking about the product.
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How to Listen on Social Media

Man's hands holding tabletPlus 5 top free tools.

By Becky Livingston

Community managers and a brand’s social media team will listen to conversations taking place on social media and look for opportunities to participate and engage customers and prospects.

MORE ON SOCIAL MEDIA: What Someone Else’s Influence Means to You | What a ‘Community Manager’ Does | How to Build a Strong Landing Page for an Accounting Firm | How to Set Up a Social Media Plan | DIY Design for Social Media | Tailor Content to Social Media Platform | How to Track Who’s Clicking Your Links | Which Social Media Should You Use? | How Social Media Works with Accountants’ Top 5 Marketing Goals
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It’s important – and helpful – to conduct social listening to:
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