Freed Maxick: A Twitter Marketing Success Story

By Anne Rosivach

Freed Maxick CPAs, one of the 100 largest accounting firms in the United States with offices in western New York State, has been chosen by Twitter, Inc. to appear in a case study being promoted on Twitter's website for advertisers. The Twitter case study shows how Freed Maxick was able to offer a free download of valuable thought leadership materials in a "Promoted Tweet" to communities who were conducting real-time conversations about tax reform. When a Promoted Tweet is inserted into a relevant conversation, it has a higher visibility because it hovers above the beginning of the timeline of the conversation.
 
Freed Maxick increased revenue by 110 percent from Twitter-generated leads from the paid platform. Of this revenue, 95 percent came from new geographic markets. The firm also grew its follower base of the @FreedMaxickCPAs handle to over 24,000 Twitter users.
 
The case study explains how Freed Maxick used Twitter's business platform to join a real-time conversation about President Obama's corporate tax reform proposal. The firm used "Promoted Tweets in Search" by placing the hashtags #tax and #Obama in the title of the downloadable material they were offering to interested Twitter users. The Promoted Tweet helped establish @FreedMaxickCPAs as an industry expert.
 
When Twitter users click on a Promoted Tweet in one of Freed Maxick's campaigns, they're directed the firm's site. There, they're asked for contact information in return for the document, whitepaper, survey results, or other tangible item of value offered in the tweet. 
 
"We offer access to content in our campaigns, something of value, like a document that lists the threshold test for tax credits," Emily Burns-Perryman, e-marketing communications specialist at Freed Maxick, told AccountingWEB. "Users who connect with us are expected to give something back - their contact information. We re-create online something that's very similar to traditional direct mail advertising when a potential client mails back a postcard.
 
"Like most firms, we have the technology to monitor responses, a website analytics platform that measures responses, and other tools. Freed Maxick monitors downloads from its website and offers complimentary phone consultations or tax situation reviews," Burns-Perryman said. "We set up the expectation in our responses that anyone asking for help can expect a call from a partner. We now have 24,000 followers engaging with us on Twitter."
 

What Are Promoted Tweets?

  • Promoted Tweets are ordinary tweets purchased by advertisers who want to reach a wider group of users or to spark engagement from their existing followers.
  • Promoted Tweets are clearly labeled as "Promoted" when advertisers pay for their placement on Twitter. 
  • Promoted Tweets act just like regular tweets and can be retweeted, replied to, favorited, and more.
  • Promoted Tweets from advertisers are called out at the top of some search results pages on Twitter.com and through select ecosystem partners.
 
- Twitter.com's Help Center
 
Freed Maxick's goals for using Promoted Tweets are much broader than lead generation. The firm uses Twitter to: 
  • Enhance community relations
  • Promote the firm as thought leaders
  • Differentiate the firm and represent our key firm values online
  • Gain lead generation
  • Serve existing clients
 
Burns-Perryman explained, "Community engagement is a key part of our strategy. Our presence on Twitter adds value to what we offer our clients - we can help them with their fund-raising efforts and their awareness initiatives by spreading the message to our Twitter community. 
 
"Because of its real-time capabilities, business owners and individuals like to use Twitter as a tool to accomplish their goals. We can help our business and professional clients with referrals when we see that a Twitter user is searching for a product or a service.
 
"It's immediate. It gives real-time information about who may need our help. The typical clients we generate using Twitter are entrepreneurial business owners, small businesses, and/or individuals who have complex tax situations. We know this because they tweet about it. Twitter helps us find business owners at the point of need.
 
"Our clients like it. They don't see it as about us. We make it about the community, which increasingly is expanding its geographical footprint.
 
"We are building credibility, trust, and our professional reputation. It's about dialog and relationships. Social media at its core is the perfect medium for a professional firm. It's a trust medium that goes two ways. It's about being authentic and transparent - really transparent," said Burns-Perryman.
 
Related articles:

You may like these other stories...

In the old days, we used to tape down receipts from our travels and submit them to accounts payable. But that was before remote employees who may live in a different city from the home office. And of course, there's all...
In 2011, electrical services and technology provider Parsons Electric in Minneapolis, Minn., decided to take its accounting to the cloud. Monica Ross, the company's director of strategic projects, talked with AWEB about...
Event Date: July 24, 2014, 2 pm ET In this presentation Excel expert David Ringstrom, CPA revisits the Excel feature you should be using, but probably aren't. The Table feature offers the ability to both boost the...

Upcoming CPE Webinars

Jul 16
Hand off work to others with finesse and success. Kristen Rampe, CPA will share how to ensure delegated work is properly handled from start to finish in this content-rich one hour webinar.
Jul 17
This webcast will cover the preparation of the statement of cash flows and focus on accounting and disclosure policies for other important issues described below.
Jul 23
We can’t deny a great divide exists between the expectations and workplace needs of Baby Boomers and Millennials. To create thriving organizational performance, we need to shift the way in which we groom future leaders.
Jul 24
In this presentation Excel expert David Ringstrom, CPA revisits the Excel feature you should be using, but probably aren't. The Table feature offers the ability to both boost the integrity of your spreadsheets, but reduce maintenance as well.