Social Media Strategies for Professionals and Their Firms: The Guide to Establishing Credibility and Accelerating Relationships
Showing professionals and their marketers how to accomplish familiar marketing tactics in newer, ways, Social Media for Professionals and Their Firms takes you step by step in putting social media to work for your professional practice. Whether you want to build your own on-line reputation, or are ready to explore new media for corporate marketing and communications, this book is the definitive guide for your strategic approach.
Explores why the fastest and most leveragable way to expand relationships today is through the Internet
Provides step-by-step approaches to successful professional blogging
Discusses high-level strategies for effectively using Twitter, LinkedIn, Facebook, and bookmarking sites
Includes pitfalls and success stories featuring notable social media trailblazers
Timely and practical, this book shows you why new media is rapidly becoming the core way for professionals to reach their audiences. Whether your firm provides legal, accounting, financial planning, architecture, consultancy, or other services, Social Media Strategies for Professionals and Their Firms will show you ways to better reach and communicate with your customers.
How to Use this Book.
PART I WHAT.
What Firms Need to Know about Social Media.
CHAPTER 1 Defi ning and Understanding “Social Media”.
CHAPTER 2 Social Media Policies and Guidelines: Rules of Engagement.
CHAPTER 3 Comparing Today’s Most Popular Social Media.
PART II WHY.
The “Why” behind Using Social Media.
CHAPTER 4 Finding Business Purpose in Social Media.
CHAPTER 5 Strategy Begins with “Who”.
CHAPTER 6 Integrated Marketing Tactics.
CHAPTER 7 Case Studies and Examples.
PART III HOW.
How to Set up and Use the Tools.
CHAPTER 8 LinkedIn.
CHAPTER 9 Twitter.
CHAPTER 10 Facebook.
CHAPTER 11 Self-Publishing with Blogs.
PART IV TIPS.
Tips to Being Effective Online.
CHAPTER 12 Writing for the Web.
CHAPTER 13 Social Media Etiquette.
CHAPTER 14 Best Practices.
About the Author.
Michelle Golden is the recognized leader and influencer in social media use and strategy in the CPA space. Accounting Today named her one of the ten most powerful women in accounting, specifically citing Golden as "a thought leader on social media." Golden has been the catalyst behind blogging in the accounting profession. Of the first twenty CPA blogs, she built and/or trained the CPAs for twelve. Of the current 113 CPA blogs, she has built or directly influenced at least one third of them.
Social media are everywhere. According to SocialMediaToday.com, “Nearly half of all Americans are now members of at least one social network, double the proportion of just two years ago. Among companies who say they are using social media in a recent Digital Brand Expressions survey, only 41% said they had a strategic plan in place to guide activities, and only 69% of those (28% of all social media-using companies) have set up metrics to measure the ROI of social media activities.”
Although social media use along with a strong internet presence are increasingly becoming essential for accountants and financial professionals to grow their business, it is duly noted that these firms - especially accounting firms - have proven to be the most reluctant when it comes to using these tools. Filled with insightful information, SOCIAL MEDIA STRATEGIES FOR PROFESSIONALS AND THEIR FIRMS: The Guide to Establishing Credibility and Accelerating Relationships (John Wiley & Sons; $45.00) shows readers how to weave new media into their current marketing for excellent results. Emphasis is placed on the purpose and goals behind using the tools, and how to integrate them in practical ways into the firm’s strategy. This helps keep the book timely even as new tools emerge. Written by Michelle Golden an industry leader in accounting and legal marketing, this book shows professionals and their marketers how to accomplish familiar marketing tactics in newer ways, and will guide the reader through a step by step approach in putting social media to work for their professional practice. SOCIAL MEDIA STRATEGIES is essential reading whether the reader wants to build their own on-line reputation, or they are ready to explore new media for corporate marketing and communications.
ABOUT THE AUTHOR:
Michelle Golden (St. Louis, MO) president of Golden Practices Inc, is a recognized leader in professional firm marketing and communications—online and off—especially in the accounting space. In 2009, Accounting Today named her one of 10 “most powerful women in accounting,” citing Golden as "a thought leader on social media" and she was listed among the Top 100 Most Influential People in Accounting for 2010. She developed the AICPA’s comprehensive Social Media Toolkit, and co-authored Bull’s-Eye: The Ultimate Marketing & Sales How-To Guide for CPAs (2010, AICPA). Golden has been the catalyst behind blogging in the accounting profession, influential in inspiring or teaching approximately 1/3 of today’s 200+ accountants who blog, and won Association for Accounting Marketing's "AAM Marketing Achievement Award" in 2007 for results generated with the first multi-author CPA firm blog.
SOCIAL MEDIA PRACTICES FOR PROFESSIONALS AND THEIR FIRMS
The Guide to Establishing Credibility and Accelerating Relationship
Published by John Wiley & Sons, Inc.
Publication date: December 13, 2010
$45.00; Hardcover; 348 pages; ISBN: 978-0-470-63310-6