Why most Accountants fail at Social Media, and how to fix it.
Have your heard things like:
“We’ve tried social media, and got nothing from it”
The owners of many small Accounting firms certainly have said that to me. If you’re one of them, read this article just before you give up, and then put the action plan into place.
But, there are many that are getting good business from Social Networking sites. They’re getting leads and having fun.
What’s the difference between the two?
I’ve spoken to many that are happy to keep using social networking sites to get business, as they are getting business from them. There’s one point that rarely, if ever, came up in the group that were struggling.
Let me explain by turning to something that used to be a major problem to ship captains – Icebergs.
Social Networking success and the Iceberg.
A few months ago the owner of a small practice told me he really ought to get into social media as his competition was be doing well on it (although six months earlier he had strongly been against using it).
He was like ship captains many years ago, who believed that Icebergs wouldn’t affect their journey, only to panic when they saw some.
Recently I caught up with him again and asked how it was going. He was mystified, it wasn’t working. He was using Twitter and LinkedIn (in a professional manner), created a great campaign and got somebody to run it for him. But success had eluded him.
This time he asked what I thought. I reminded him of our previous conversation and told him about the Iceberg story.
You know that the big problem with Icebergs is that most of it is below the water. That’s the part the does the damage.
What he, like many others, didn’t see is that social networking is about being social.
Social Networking is about relationships. The small practices that get value, are creating and enhancing relationships (invisible, below the water). They are not just creating great campaigns (that’s the visible bit, above the water).
Modern marketing is about relationships
I’m sure that in your practice you’ve found the best way to get new leads is referral. Those same practice owners that are concerned about Social Media will certainly do. But, they haven’t connected the dots between people, referrals and SOCIAL networking.
CNBC was talking about Beyonce’s recent album launch:
"I wouldn't so much say that 'marketing as we knew it is dead' but rather that marketing is reverting back to what it was in the 1960s—relationship marketing. ... Beyoncé's new album isn't successful because she kept it a secret and dropped it out of thin air, it's successful because she has a huge fan base, has poured her life into her brand, and is an incredibly talented human being."— Jason HeadsetsDotCom
Your action point
Consider that Iceberg while you relax over Christmas before tax return season hits hard. How will you drive relationships? How will you use Social media for Social Networking? You may also enjoy our free guide to Social Media, download it by clicking here (email address required).
So, carry on doing whatever you currently do “above the water”, whether on LinkedIn, Twitter etc. But try this.
Each week get in touch with 5 people on whatever platform you use, converse, “chat”, “network” or whatever you call it. Grow 5 relationships each week, bring the networking into Social Networking and don’t think of it as (anti)social media.
That’s the one difference between practice owners who are using Social Networking sites successfully and those that aren't.
So, enjoy, have fun, and remember there is more Iceberg below the waterline than above it.
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