Feb 8th 2012
By AccountingWEB Staff
The American Institute of Certified Public Accountants (AICPA) has partnered with Telligent to create a social networking site - This Way to CPA - for college students aspiring to become accountants. This Way to CPA is designed to increase awareness of AICPA and to drive its recruitment efforts.
"We are expanding our reach with social networking to encourage talented students to invest in becoming a CPA and, eventually, a member of AICPA," said Scott Moore, Senior Manager, College and University Initiatives, AICPA. "This Way to CPA is a one-stop shop for accounting students to network with peers and discuss career-related topics."
This Way to CPA is an online community that supports the personal development of accounting students and the accounting profession by giving students a place to network with professionals and peers. It serves as a platform for discussing important issues, such as landing internships, learning more about an accounting career path, and getting advice for passing the CPA exam.
Almost 23,000 people visit the community each month, and over 57 percent return to the site to stay connected to the community and build relationships with peers. This demonstrates that community members are actively digesting content and becoming engaged with AICPA's messaging.
"This Way to CPA weaves a conversational, fun personality into a creatively designed community that provides immense value to students," said Justin Couto, CEO of Couto Solutions, a design development firm that created and implemented AICPA's online community.
AICPA integrates its community website to Facebook, Twitter, and YouTube to ensure that members know how and where to stay involved with AICPA. AICPA encourages discussions on popular social media sites and drives potential and current members to its community for more in-depth accounting conversations and access to exclusive opportunities, like scholarship opportunities and group accounting competitions.
"AICPA is a model for organizations trying to figure out how to create a unified, manageable strategy for social media and technology," said Wendy Gibson, Chief Marketing Officer, Telligent. "AICPA is positioned to increase its member base because it is building strong bonds with the incoming Generation Y workforce and delivering value."
Read the full case study here.
To learn about AICPA's outreach program for high school students, read our recent article Calling All Future CPAs! AICPA's 'Start Here, Go Places' Website.
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American Institute of Certified Public Accountants (AICPA), founded in 1887, is the world's largest association representing the accounting profession, with nearly 377,000 members in 128 countries. AICPA members represent many areas of practice, including business and industry, public practice, government, education, and consulting; membership is also available to accounting students and CPA candidates. The AICPA sets ethical standards for the profession and US auditing standards for audits of private companies; nonprofit organizations; and federal, state, and local governments. It develops and grades the Uniform CPA Examination.