Social Media was a topic that was discussed endlessly at the AAM conference this year. While the term “social” media seems to eliminate this tool as a professional resource, nothing could be further from the truth. In actuality, using services such as LinkedIn has become the norm today and this cannot even be considered “cutting edge” technology!
If you want to use LInkedIn or other networking technologies effectively, you are going to have to develop a plan, just as you would for any marketing communications initiative. Having a plan will provide some direction and guidance, ensuring that you use the tools most effectively. Perhaps you are going to start a site for your firm in addition to the individual sites for your employees. Perhaps you are going to use it as a prospecting tool – searching for board members, senior managers, or other influencers and decision makers who are “linked” to a prospective client you are proposing to. NO matter what levels of involvement, or what your firm’s objectives may be, this medium gives your firm the ability to quickly see and leverage the connection between people you know and people you want to know. Used properly, it can be a powerful way to turn cold calls into very warm leads!
Sally Glick, CMO, Principal, Marketer of the Year in 2003 and AAM Hall of Famer in 2007, will lead a lively discussion of the constantly expanding roles of marketing and the professional marketers that drive this initiative in accounting firms of all sizes.