Mark Lee draws on his experience of the Practice Excellence Awards to support his contention that accountants do not need a single social media strategy, but one that understands and embraces different platforms.
At the Practice Excellence Forum last week I may have surprised delegates with some contentious comments when I referred to a common feature in many of the (anonymous) entries I saw as a judge for the Practice Excellence Awards.
On one hand it was great that so many firms credited their use of “social media” as contributing to their recent growth. On the other hand it was clear that in most cases firms had little idea which of their social media activities had contributed to their growth. And I cannot a recall a single firm making reference to anything resembling a strategic approach to their use of social media.
Crafting a strategy involves more than simply deciding on the allocation of time and the appointment of someone (internally or outsourced) to post comments and blogs on behalf of the firm.
Any decent social media marketing consultant will say the same. Those with a specific interest in one or other of the platforms should focus on their preferred networks. I suggest a six stage approach:
1 – Clarify your options
2 – Set clear and realistic goals
3 – Identify the right metrics for each platform
4 – Set out a plan for each platform
5 – Work your plans
6 – Review, evaluate and revise your plans
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Mark Lee is consultant practice editor of AccountingWEB and writes the BookMarkLee blog to help accountants who want to understand social media and to avoid being seen as boring. He is also chairman of the Tax Advice Network of independent tax experts.
About Mark Lee
Mark Lee works almost exclusively with savvy sole practitioners who want more out of their practice. More clients, more money, more time, more satisfaction - or everything!
An accountant by profession, Mark moved away from the provision of professional advice in 2006. He is now a professional speaker, mentor, facilitator, author and debunker.
Mark Lee is a realist and regularly debunks myths and hype related to his areas of interest and expertise. His keynote talk for audiences of accountants is How to STAND OUT and be more than 'just another accountant'.
Mark is passionate about helping accountants generally so is a keen blogger and commentator in the accounting and tax press. He is consultant practice editor of AccountingWEB and has written hudnreds of articles here that have been viewed over a million times.
Check out how he could help you here: www.BookMarkLee.co.uk/savvy
Mark stopped giving tax advice himself despite being a past Chairman of the Chartered Accountants’ Tax Faculty. He is however Chairman of the Tax Advice Network - the UK's highest ranked lead generation website for tax advisers and accountants. The network also publishes a weekly practical tax update for accountants in general practice and full tax support, on demand too. You can also use it as a lead generation resource for local people seeking tax advice from an accountant.