Social Media Strategies for Professionals and Their Firms

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.

Foreword ix

Introduction xi

How to Use this Book xv

Acknowledgments xvii

Part I What 1

What Firms Need to Know about Social Media 1

Chapter 1 Defining and Understanding “Social Media” 3

Chapter 2 Social Media Policies and Guidelines: Rules of Engagement 27

Chapter 3 Comparing Today’s Most Popular Social Media 51

Part II Why 61

The “Why” behind Using Social Media 61

Chapter 4 Finding Business Purpose in Social Media 63

Chapter 5 Strategy Begins with “Who” 81

Chapter 6 Integrated Marketing Tactics 93

Chapter 7 Case Studies and Examples 117

Part III How 157

How to Set up and Use the Tools 157

Chapter 8 LinkedIn 159

Chapter 9 Twitter 185

Chapter 10 Facebook 207

Chapter 11 Self-Publishing with Blogs 229

Part IV Tips 263

Tips to Being Effective Online 263

Chapter 12 Writing for the Web 265

Chapter 13 Social Media Etiquette 287

Chapter 14 Best Practices 295

Notes 317

Glossary 325

About the Author 335

Index 339

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.

New media is rapidly becoming the best way for professionals to reach their audience. But firms—especially accounting firms—have proven to be hesitant about making this change in their marketing strategy. This accessible guide, written by a leading expert in the field, shows you how to present the true differen-tiator of your knowledge to audiences while simultaneously sharing glimpses of your firm's personality.

How will prospective buyers understand the benefits of your knowledge or know that it is what they need? Traditional corporate marketing techniques—interruption and passive advertising—simply do not do you and your "knowledge offering" justice. The fastest and most effective way to build a practice today is through the Internet, with social media leading the charge.

Social Media Strategies for Professionals and Their Firms helps your firm shift its thinking from generic corporate-speak broadcasting to a focused evidence of your credibility. Offering world-class guidance on achieving an entirely different result from your marketing efforts, this book reveals:

• Lessons learned by real firms embarking in social media

• What it takes to succeed with each medium

• Which of today's tools suits your firm's purpose and style best

• How to integrate the social Web into broad firm- or niche-level marketing plans

• Specific, quick-start "how to" information

• Detailed strategic ideas and guidance

• The basics of social media

Social Media Strategies for Professionals and Their Firms provides several specific ways for you to have a more effective online presence, whether it's your entire marketing platform or simply a component of it. Filled with practical approaches and sound strategic advice, this invaluable tool opens a new world of opportunities for your firm—all yours for the taking.

Social Media Strategies for Professionals and Their Firms The Guide to Establishing Credibility and Accelerating Relationships

New media is rapidly becoming the best way for professionals to reach their audience. But firms—especially accounting firms—have proven to be hesitant about making this change in their marketing strategy. This accessible guide, written by a leading expert in the field, shows you how to present the true differen-tiator of your knowledge to audiences while simultaneously sharing glimpses of your firm's personality.

How will prospective buyers understand the benefits of your knowledge or know that it is what they need? Traditional corporate marketing techniques—interruption and passive advertising—simply do not do you and your "knowledge offering" justice. The fastest and most effective way to build a practice today is through the Internet, with social media leading the charge.

Social Media Strategies for Professionals and Their Firms helps your firm shift its thinking from generic corporate-speak broadcasting to a focused evidence of your credibility. Offering world-class guidance on achieving an entirely different result from your marketing efforts, this book reveals:

• Lessons learned by real firms embarking in social media
• What it takes to succeed with each medium
• Which of today's tools suits your firm's purpose and style best
• How to integrate the social Web into broad firm- or niche-level marketing plans
• Specific, quick-start "how to" information
• Detailed strategic ideas and guidance
• The basics of social media

Social Media Strategies for Professionals and Their Firms provides several specific ways for you to have a more effective online presence, whether it's your entire marketing platform or simply a component of it. Filled with practical approaches and sound strategic advice, this invaluable tool opens a new world of opportunities for your firm—all yours for the taking.