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Most accountants under 40 use social media

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22nd Dec 2014
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More than 80% of accountants now use social media for either personal or professional use, with 94% of those under 40 now engaging in it, a Wolters Kluwer survey reports. 

The UK Social Media Survey provides a yearly insight into how practitioners use social media, and has this year asked 1,300 accountants for their views. 

Use of the medium has risen by 12% since the survey started three years ago.

In addition, accountants are accessing social media sites more and more via mobile. Only 18% of respondents said they never use a mobile to access social media sites. But desktop or laptop remains the preferred method of access.

While the number of those under 30 engaged in social media is staggering at 100%, even half of those over 60 admit to using the networks. 

The number of times a day that accountants look at social media is also increasing. A third said they visit several times a day, up from 19% in 2011, and another third at least once a day. 

One explanation for this is that there are an increasing number of firms now on sites such as Twitter. LinkedIn, the 'professional' network may also see a lot of action from the recruitment and networking side of things. 

And the way accountants engage, as shown by the survey, is indicative of this. Many (76%) say they 'listen' rather than participate in the sites, which is still a high number but there are more engaging now than there were three years ago.

The survey also shows women access the sites more than men. Around 90% of women report using it, over 80% of men.

Among those who don't use social media, more than half said they are "simply not interested". Around 33% of those who don't use it failed to see a benefit. Comments included from those sceptical about the sites included concerns for privacy and a dislike of being contacted by people they don't want to hear from in a professional capacity.

Handily, the survey also provides a breakdown of the respective popular social media sites and their usage by accountants: 

  • LinkedIn: This has always come out on top of the survey since 2011. It's the most important in terms of professional use but less than 30% say they use it commercially 
  • Twitter: More than half of respondents say they use this medium for social or business purposes - with 26% saying they use it purely for business. It's used most commonly by accountants for following individuals and businesses and secondly for sharing knowledge
  • Facebook: This is the most popular site for personal use among accountants at 80%. However less than 20% use this for professional reasons
  • Google+: This site is the least used by accountants. Around 14% use it for professional purposes, despite the fact that having your firm listed on here can improve Google ranking and the ability of prospects being able to physically locate you on maps, etc, on the web
  • Blogs: These are also the least used, the survey reported, despite the large amounts of accounting bloggers on AccountingWEB. Accountants are getting into it more, the figures show, but more than 78% don't blog at all

The survey concluded that online conversations about tax and accounting will happen whether or not you take part in them. 

“Social media sites play a valuable role in helping tax and accounting professionals share and acquire knowledge, establish their credentials, and extend and maintain their professional network.”

It also gives six tips on how accountants can best use social media professionally, and can be downloaded for free from the Wolters Kluwers website.

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Stepurhan
By stepurhan
22nd Dec 2014 14:38

Low professional use

The headline statistics are high, but the business use statistics are actually quite low. Even LinkedIn, ostensibly a business oriented site, has only 30% commercial usage.

So I don't see where the reports conclusion that social media plays a key role in professional networks is coming from. It seems more like people are using social media for social purposes generally more. Also young people who have grown up with it tend to use social media more. Hardly earth-shattering revelations.

Perhaps the survey itself clarifies this apparent disjoint in more detail. As you have to provide ALL your contact details to download it (and there is no indication of what they will be used for, nor the possibility of opting out of contact) I have not downloaded it.

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Mark Lee headshot 2023
By Mark Lee
23rd Dec 2014 15:04

Linkedin is different

I recall offering WK some feedback when the survey was at an early stage as it limited the options available to respondents and didn't provide an option of 'other' (I think).

My main concern however is with any such survey that treats use of Linkedin as being akin to the use of other social media. Linkedin is very different to twitter, facebook, pinterest, instagram and Google+.

These days when I ask audiences if they have a profile registered on Linked in, invariably 80-100% confirm that they do. They don't all make much use of Linkedin and they don't all have what I would call professional profiles but that's another issue.

Equally I rarely come across accountants who reference facebook as a source of business. It does happen occasionally but it's use is still largely limited to fun, family and friends (among accountants).

In my view it is misguided to lump together all other forms of social media with Linkedin. The resultant stats are skewed by those who use only Linkedin for business and by those who only use facebook for fun etc. 

And as Stephen has pointed above, the survey suggests that only 30% of respondents use Linkedin for commercial benefits.

The final quote in the article also only makes sense in the context of Linkedin. It's woefully misleading to suggest that it also applies to other forms of social media.

The report's headline is hardly news. It could equally say that "almost all people,under 40 are registered on facebook".

Mark

 

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Replying to SwanseaJack:
By davidwellswk
05th Jan 2015 16:13

Yes, social media platforms are different from each other

Some of the survey findings have necessarily been simplified in Rachael’s summary so if you want to get the complete picture we’d suggest you download the full results from our website at https://www.cch.co.uk/content/wolters-kluwer-social-media-survey-2014.  As Mark points out, there are significant differences between the social media platforms and there are therefore separate sections in the survey on the profession’s use of LinkedIn, Twitter, Facebook, etc. One of the most interesting results is the way in which the use of social media has evolved over the four years that we’ve run this survey. While LinkedIn is currently in a class of its own among professional users, it’s interesting to see that some firms are now taking Facebook seriously and benefiting from its use.

David

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Replying to davidwellswk:
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By JohnKnowsley
25th May 2016 21:56

Great point David. We at Kinsella Tax ( https://www.kinsellatax.co.uk/ ) engage with potential customers through multiple social media channels and find it very beneficial. On top of that social media are great for insights about what is currently concerning our current and prospective clients.

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