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You can’t create content until you determine your audience.

By Becky Livingston
The Accountant’s Social Media Handbook

There are a lot of moving parts to a content strategy, but when you’re working alone or with a small staff, it’s hard to keep the roles and responsibilities clear as to who is doing what.

MORE 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

I recommend creating a content calendar to help keep the machine running and moving like a well-oiled machine. Here is a short list of reasons why most brands develop a content marketing strategy, to:
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Get the most out of those URLs.

By Becky Livingston
The Accountant’s Social Media Handbook

You may want to track URLs by posting location.

MORE ON SOCIAL MEDIA: Determine Your Target Audience | What Is Social Media? | How Social Media Works with Accountants’ Top 5 Marketing Goals

For example, you have a tax blog story you want to share on Facebook, LinkedIn and GooglePlus, but you want to know which platform generates more traffic to the website. You would need to add a URL tracking token to the URLs that identified the referral source – often called URL builders.

Tools like BurlyBuilder.com, Google’s URL Builder, e-Nor.com and Piwik.org create long URLs with tracking code in them. In this example, Google’s URL Builder was used.

Activity

Complete the fields as described. The campaign medium is the place you are sharing the content, such as Facebook, LinkedIn or Twitter, etc. Campaign term and name may be the same, and should include a keyword about the content, such as “Tax-Tips.”

Now that you have a really long URL, you will need to shorten it for use in the social media platforms, especially Twitter, or it will look awkward to have a 250-character link floating behind the content post.

To shorten a URL, consider using tools like HootSuite, Bitly, Google’s URL shortener, Bit.do and TinyURL.com. By shortening longer links with these tools, you can create a record for the URL that may be tracked through your preferred scheduling tool.

“Social” includes “likable” and “interactive.” BONUS: Advice on images.

By Becky Livingston
The Accountant’s Social Media Handbook

After you’ve

• defined the social media platform you plan to use,
• determined the goals for the business and how social media plays its part in those goals, and
• begun thinking about your brand and how you can begin to define its personal value proposition or the value-add it provides to your target audience,

MORE ON SOCIAL MEDIA: What Is Social Media? | How Social Media Works with Accountants’ Top 5 Marketing Goals

It’s time to begin developing the firm page for your profile. You’ll begin defining your brand’s company page description, plus images you can use to supplement your social media presence.
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