4 Ways Firms Can Use Social Media to Gain an Edge

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Terry Sheridan
Columnist
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It’s all about staying relevant and competitive. Except doing just that keeps evolving.

We’re talking about social media, of course, but if your accounting firm thinks it’s just about being on Facebook or LinkedIn or Twitter, you are sooooo yesterday. What it’s about is the opportunity to build your brand and showcase what you know, according to a new Thomson Reuters Checkpoint report, Four Ways to Effectively Leverage Social Media for Your Firm.

“Accounting professionals excel at rapidly reacting to and adapting to the fast pace of changing laws and industry standards,” Pushkar Bhoopalam, director of product and customer management with the Thomson Reuters Tax & Accounting business, said in a prepared statement. “There are now proven methods to apply this same mindset to firm marketing.”

That means several things have to happen before anyone actually meets up with you. First, they need to see that you communicate across “multiple go-to-market channels,” as the report puts it, so they can find your firm. They also want to see client retention and recruitment, expect you to be accessible, and communicate through channels they already use, like email, social media, and mobile. And they want more “advisory interaction” with your firm before coming into the office or calling.

Potential new hires also want to consider your firm’s social media presence to see if they would be a good cultural fit. Because how they perceive your firm based on its social media communications may affect if they even apply for a job.

Sound tough? Not really. It means gathering feedback through metrics and measurements. But those have already been developed.

This is all it takes: Use social media for engagement, thought leadership, and recruitment – and then measure it all.

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