Social media offers low-cost way to crank up your marketing program
By Francesca Zelasko
- Social media sites are where people go to search for information on the Web. In March, Facebook became the most-visited site by U.S. users, beating out Google, according to analytics firm Hitwise. And Facebook hits increased 185 percent over the previous year; Google hits increased only 9 percent.
- A post might be forwarded or shared many times – think viral marketing. This can result in new LinkedIn connections, Facebook fans, or Twitter followers, building visibility and facilitating referrals and requests for service.
- The cost is low. Developing a social media presence takes time away from other activities, but hard costs are minimal. For example, you generally can join a social network or post a video for free.
- Get active on LinkedIn. Although Facebook use for business is increasing, LinkedIn – with more than 60 million registered users – is still the go-to social media site for professionals. It’s where accountants should start building their social media presence. Be sure partners fill out complete profiles, including summaries that detail their experience and expertise. Also provide training on how they can build up and utilize their networks.
- Host a blog.This is a great way for practice leaders to demonstrate their expertise. For your first blog, choose a partner who has the passion and commitment needed to write a compelling blog, regularly update it, and respond to comments. Once other partners see the blog’s success, their interest in blogging themselves likely will increase.
- Who is permitted to represent your firm in various social media
- How to represent the firm in a way that is consistent with your brand
- Why social media can’t be used to share confidential information
- How to use privacy settings on various social media sites